allplants | Embrace Failure

Rather than recruiting perfect vegans, allplants wanted to talk to the crowd looking to make small changes in Veganuary. Cutting down on meat and dairy isn’t easy, so we embraced failure as a marker of trying. Content included confession sessions on socials, CRM pay-the-date as an incentive to sign up, and an activation on ‘break your revolutions day’ that invited Londoners to break into an allplants box instead.