Following the success of Oumph!’s Human Meat Halloween campaign, the Veganuary campaign is based on the view that people will be more likely to partake in Veganuary with the support of a friend, and vegan meat brand Oumph! is hoping that this will result in people approaching the month with enthusiasm and encouragement, rather than in fear of finger-pointing and unrealistic demands. The campaign will take different forms in different markets – the UK version sees a social media collaboration between Veganuary ambassador Mathew Pritchard and James Threlfall, whilst in Sweden, Oumph!’s co-founder Anders Linken is adopting comedian Kristina Petrushina in a bid to prove that popular New Year's resolutions, such as going vegan, don’t have to deprive people of joy.

The campaign reflects the fact that a growing number of brands are approaching New Year's resolutions through a lens of fun, with Oumph! leveraging the continuously growing popularity of Veganuary to demonstrate this. Failing to maintain New Year’s resolutions is not a new phenomenon and is especially prevalent amongst those who plan to ditch animal products – indeed, 38% of Britons who are planning to go vegan as a New Year’s resolution don’t believe they’ll make it past the first two weeks of January. However, Oumph!’s campaign seeks to support would-be quitters in a way that’s fun and alleviates the pressures that come from unrealistic expectations. With people looking to brands to inject some fun into a potentially stress-filled month, they want permission to indulge, take it easy, and cut themselves some new year slack. Catering to this, White Castle has partnered with Fat Joe to help people ‘destroy’ their New Year’s resolution.