Vegan United: The MILRAM "100% Plant-Based" Campaign in Veganuary 2025

Background and Challenge

Following the successful launch of the MILRAM "100% plant-based" campaign during Veganuary 2024, the company faced the strategic challenge of maintaining this momentum throughout January 2025. The primary objective was to inspire even more people to embrace plant-based nutrition while simultaneously building a robust community around MILRAM's vegan product range. The approach required the consistent evolution of the proven brand claim, clear positioning, and product-first strategy established in the previous year.

Approach and Realization

The campaign strategy centered on the intelligent integration of website and social media through a specially developed landing page. This platform captivated users with an extensive collection of enticing vegan recipes and featured two charismatic over-60 influencers, Gabi and Addi, as authentic brand ambassadors. The centerpiece was an interactive social wall where users could share their personal vegan moments while simultaneously participating in an attractive prize competition. Community activation was further enhanced through the social media-based selection and recognition of the best posts, creating additional engagement incentives.

Results

The campaign proved extraordinarily successful, fully achieving its strategic objectives. Through the skillful integration of website and social media activities, the initiative generated substantial traffic across both channels while building a vibrant, engaged community. The campaign's activating effect manifested in significantly increased user interaction and sustainable strengthening of the brand community surrounding MILRAM's plant-based products, establishing a solid foundation for continued growth in the vegan market segment.