Adopt a Carnivore with Oumph! for Veganuary 2022

Oumph! is back with a new spectacular campaign. With Adopt a Carnivore, the award-winning Swedish plant-based brand challenges their fellow plant-based fans to adopt a carnivore during Veganuary.

"The idea behind Adopt a Carnivore is that it's more likely that people take on a challenge like Veganuary if they do it in collaboration with a friend", says Henrik Åkerman, Global Brand Lead at Oumph! and Head of Marketing at LIVEKINDLY Collective Nordics.

Åkerman continues:

"We would like to invite everyone who's curious to try a plant-based diet to do so with enthusiasm and encouragement, rather than making demands of them or by pointing guilty fingers. We all know of that one curious colleague that stares into your lunchbox, that sister who’s curious but too lazy to try, or that grandma who wonders what this new plant-based food is all about. Why not adopt them. Or get adopted yourself."

Toni Vernelli, International Head of Communications at Veganuary, comments:

"We are excited that Oumph! is part of a growing movement, as supporters of the Veganuary 2022 campaign, to inspire people to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people."

The Adopt a Carnivore campaign follows the huge success of Oumph!'s most recent Halloween Human Meat Plant-Based Burger Campaign, which was praised by marketing publication AdWeek as one of the top 5 plant-based campaigns of 2021.

Adopt a Carnivore features a range of advertising campaigns, as well as social media and high-profile celebrity collaborations, and will be running through-out Veganuary in a number of different countries where Oumph! is present, including Sweden, United Kingdom, Germany, Netherlands, South Africa and Australia.

"January is the perfect month to try plant-based food", says Anders ‘Ankan’ Linden, Oumph! Co-founder, Corporate Chef and Head of Innovation.

"Many people make boring New Year’s resolutions which are attached to depriving oneself of pleasure, or demanding sacrifices, which makes them difficult to keep, and I think that’s a pity. I would like to encourage a January filled with exceptionally good food, which is shared with family and friends. Plant-based food can be amazing and Veganuary is the perfect time to share it with everyone you know."

Find more information about 'Adopt a Carnivore' here and sign up to Veganuary.

About Veganuary

Veganuary is a non-profit organisation that encourages people worldwide to try vegan for January and beyond. During the 2021 campaign, more than 500,000 people took the pledge to try a vegan diet, while more than 825 new vegan products and menu options were launched in key campaign countries.

Throughout the year, Veganuary encourages and supports people and businesses alike to move to a plant-based diet as a way of protecting the environment, preventing animal suffering, and improving the health of millions of people.

It is free to take part in Veganuary and everyone who signs up at Veganuary.com receives all the tools and advice they need to make trying vegan easy and delicious.

About Oumph!

Oumph! is an award-winning, plant-based brand from Sweden. Since its launch in 2015, Oumph! has become a favourite with a wide audience, including families, millennials, foodies, chefs, meat reducers and fast-food loving flexitarians.

A range of Oumph! products are available across the Nordic countries, United Kingdom, Ireland, Germany, Netherlands, South Africa and Australia.

Oumph! is one of the brands of LIVEKINDLY Collective. 

Recent awards for Oumph! include:

• Best Vegan Meat, PETA UK 2021

• Best Brand, The World Food Innovation Awards 2021

About LIVEKINDLY Collective

LIVEKINDLY Collective was founded by Blue Horizon Group on the belief that plant-based alternatives have the power to make the global food system sustainable. Its mission is to make plant-based living the new norm.

As a collective of founders, entrepreneurs and business leaders from across the globe, LIVEKINDLY Collective is uniquely positioned to create impact with speed, at scale.

Through its portfolio of brands, Oumph!, The Fry Family Food Co., LikeMeat, No Meat, and The Dutch Weed Burger, LIVEKINDLY Collective is providing consumers around the world with healthy, sustainable and delicious food options.

Furthermore, the company is the voice of the plant-based movement, communicating informative, entertaining and inspiring content through its media and lifestyle platform, LIVEKINDLY, at www.livekindly.com

LIVEKINDLY Collective has 500 employees and sells in more than 40 countries around the world.

LIVEKINDLY Collective was recently awarded Best Plant-Based Business in the World Plant-Based Awards 2021.

To learn more, visit www.thelivekindlyco.com