The Brief

We were briefed to launch Asda’s new vegan ranges: OMV! and Plant Based by Asda — the brand’s largest and most innovative vegan offering to date. The client wanted to create an ownable, cross-channel creative campaign that positioned Asda as the destination for great quality plant-based and vegan products, showcasing the breadth and quality of the new launches.

The Big Idea

Zoe Clifton and Jenna Robinson seemed like a match made in heaven on Channel 4’s Married at First Sight. That was until committed carnivore Zoe discovered that Jenna was a vegan, and the relationship hit a bump in the road.

The couple's tiff made headline news and sparked a national debate around dietary differences when dating. To launch Asda’s new vegan offering, we did the unexpected.

To dispel the myth that vegan cuisine is boring and lacking in flavour, we appointed meat-loving Zoe Clifton as Asda’s official Veganuary ambassador, challenging her to eat nothing but products from OMV! and Plant Based by Asda for the month of January.

Zoe, along with partner Jenna, documented her Veganuary journey on social, provided regular content updates on Instagram and TikTok, before sharing her final verdict on a plant-based diet.