Why vegan brands avoid Veganuary

You'd think that January would be the busiest marketing month for vegan, health and alcohol-free food and drinks brands, but no: it's the opposite. The GM UK for Australian-born healthy food and drink platform Soulfresh explains the difference between performance marketing for a big corporation and a small disruptive brand, why she had to take a road trip of billboards in the UK and how to get attention as a challenger brand.Plus, she answers the unanswered question: do adaptogens (ginseng, CBD, hemp, etc.) actually work? Or is it just a marketing tactic?Enter our PMW 30 Under 30 Award here: https://www.pmw30under30.comEntry deadline: Feb 9 2023Subscribe to PMW: www.performancemarketingworld.com Hosted on Acast. See acast.com/privacy for more information.