Running a vegetarian campaign a case study: Vday in Belgium

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Running a vegetarian campaigna case study V-day
in Belgium
EVA vzw
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• What is V-Day?
• Aims and keywords
• Campaigning to V-day
• V-day itself
• Communication
• What do you need?

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What is V-Day?
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What is V-Day?

• Vegetarian event in Belgium (Antwerp) one of
  the largest in Europe
• Belgian vegetarian society EVA
• Third edition in 2003
• Elements
• Vegetarian fair
• Cooking workshops
• Broad communication campaign with celebrities
• Golden Carrot award
• Vegan cafetaria
• Lectures
• 6 course vegan dinner for 300 people

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Aims

• To create broad visibility for vegetarianism
• To contribute to a suitabe image for
  vegetarianism (young, trendy, mainstream,
  "something for me")
• To let visitors experience vegetarianism
• To network with stakeholders
• To put the organizer on the map
• Bonus small financial return

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Keywords

• ? Mainstream
• EVA aims at reaching as many people as possible,
  and not any specific target group
• campaign has a young, trendy, professional look
• no alternative image
• Professional location, booths, layout, design,
  overall image
• ? Positivism humor
• No preaching, nothing too serious, but light and
  funny
• Theme with rabbit teeth
• Campaign tagline
• Emphasis on food

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Campaigning

• Main purpose be seen
• Importance of communication ? events leading
  towards V-day
• Celebrities go veg
• Recipe Contest
• Golden Carrot

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Celebrities go veg
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Celebrities go veg

• Ten celebrities were asked to go vegetarian for
  two weeks near V-day
• Aim media coverage!
• Press lunch with celebs present
• 3 figured on posters
• Minister of health, TV-presenters, singer, famous
  tennis player, actor
• Helps vegetarianism achieve mainstream status
• How to do it? Just ask!
• Support your celebs (Veg survival kit)
• Celebs do cooking demonstrations on V-day

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Golden Carrot Award
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Golden Carrot Award

• Yearly award for a person who contributed to
  vegetarianism in Belgium
• Aims generate media attention networking
• List of nominees voting possible through website
• Award ceremony on V-Day

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National recipe contest
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National recipe contest

• Aim stimulate creativity in attention for
  vegetarian cuisine, mainly in restaurants
• Invitation by a mailing to 1500 restaurants.
  Follow-up by phone
• Every restaurant is invited to submit a vegan
  recipe
• Professional jury with famous Chef
• Month before V-day Award-ceremony on V-day
• Close cooperation with media

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V-day itself

• 35 booths of producers and organisations

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• Mainly tasting booths, emphasis on food
• visitors pay entry tasting is free
• very down to earth confrontation with vegetarian
  products

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Ten cooking demonstrations
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Celebrities make their favorite recipe-
professional outlook kitchen and six plasma
screens- presentation by other celebrities
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Communication

• 4000 Posters
• 125.000 flyers with detachable teeth
• 70 x media coverage
• Press lunch
• Product stickers
• Our own channels

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4000 posters, 3 versions

• Spread by volunteers- Spread by distribution
  agency in cafés

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110.000 Flyers

• detachable teeth- spread by volunteers- spread
  by distribution agency in all kinds of public
  places

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Media-coverage

• More than 70 instances of media coverage
  (national and regional, TV, radio, written,
  websites)
• Press conference with gourmet lunch
• Importance of personal network
• Use of discount vouchers

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Press lunch

• Information about the V-day campaign
• Gourmet lunch by professional chef
• 10 journalists

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Product stickers

• Stickers for vegetarian products in stores
• Ask health food stores and producers
• Great very direct marketing

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Our own channels

• Monthly newsletter to 5000 subscribers
• Membership magazine to 5000 people
• Website, viewed by 1000 visitors each day.
  Interactivity.

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What do you need?

• Job list
• Financial resources
• Planning

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Job list

• General coordination
• Coordination of cooking workshops
• Recruiting of producers orgs for booths
• Design layout of all materials
• Communication and media
• Volunteer coordination
• Schmoozing of celebrities
• Coordination of recipe contest
• Finances, budget, administration
• Sponsorship coordination

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Finances (US)
Entrance 5 or 7 Booth for organisations/produc
ers 300/600
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Planning
V-Day, April 3-4
Press conference, March 20
Start posters, Feb 15
Contact sponsors, Jan.
Send file to firms, Dec.
Announce date location, November
Press
Set up task force, Nov
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In your country?

• September 2004 V-Day in the Netherlands
• More information info_at_vegetarian.be