‘Weird?’ asks Veganuary in provocative ads questioning the strange reality of food ‘norms’

Veganuary, a global campaign promoting veganism during January and beyond, is launching its 2025 push with provocative ads questioning the strange reality of food 'norms'. The campaign features jarring imagery alongside the question "WEIRD?" to highlight the practices behind familiar foods, such as sausages being made from pigs' intestines and milk coming from cows bred for their calves. The ads aim to raise awareness about the impact of food choices on animals and the environment, encouraging people to consider trying veganism for January.

With around 25 million participants globally in 2024, Veganuary continues to grow, with new campaigns launching in Malaysia, Peru, and Canada in 2025. The campaign, which started from humble beginnings in Yorkshire, now spans across 20 countries and has had participants from almost every country in the world except North Korea. Veganuary's International Head of Policy and Communications, Toni Vernelli, emphasizes the importance of confronting the realities of food choices and invites everyone to consider joining the movement towards veganism.