Violife wants cheese lovers to “Change Your Cheese”, starting in Veganuary

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Cheese lovers can reduce their climate impact by changing from dairy cheese to vegan alternatives to cheese. A study has shown Violife products have less than half the carbon footprint of dairy cheese.

Violife, the UK’s leading alternative to cheese and dairy products, conducted the study in partnership with leading sustainability advisor Quantis. The study revealed, that those Violife products examined, have less than half the carbon footprint and occupy less than one third of the land, when compared to the same amount of dairy cheese. The comprehensive life cycle assessment calculates the environmental impact of Violife, throughout its life cycle, to highlight the importance of making the ‘change’ from dairy to dairy-free. 

As a result of these findings, Violife’s new ‘Change’ campaign welcomes you to a world where simply changing dairy cheese to a vegan alternative, even for some of your meals, can reduce your environmental impact and encourages consumers to ‘Change Your Cheese, Change Our Planet’! 

The fully integrated, multi-media campaign shows everyday foodie moments such as dining out, indulging at the cinema and cooking at home and introduces Violife’s ‘change’ meals, creatively switching out the word ‘cheese’ for ‘change’. Dispelling the myth that plant-based or vegan food will not taste or perform as well, Violife recreates yummy classics like the ‘Change’ Burger, Nachos N’ Change and ‘Changecake’ showing that you don’t have to be vegan to make a difference. 

As an official sponsor of Veganuary, Violife will also be encouraging consumers to sign up to the challenge by pledging to plant 10,000 trees. For every five vegan meals registered, Violife will plant one tree. Run in partnership with One Tree Planted, those looking to support Violife’s goal of planting 10,000 trees will be able to visit the Violife website from 1st January 2022 to submit their meal count.

Victoria Slater, head of Violife UK & Ireland, says: “The food we eat contributes around 25% of the CO2 emitted globally each year. Violife wants to show consumers that what we eat can make a significant positive impact on our planet by making the simple change from dairy cheese. Yes, we are vegan, but you don’t have to be. With our award-winning range of alternative to cheese products, people will not have to miss out on any of the cheesy recipes they love. Give it a try; Change Your Cheese. Change Our Planet!”

Toni Vernelli, international head of comms and marketing at Veganuary, commented: “These research findings show just how big an impact adopting a vegan diet can make in tackling climate change. And thanks to innovative brands like Violife, no one has to sacrifice on taste or convenience when they choose climate-friendly options.”

The campaign will be delivered through Video, OOH, Print, Social, PR, Influencer and Digital channels and launch across the globe on 1st January 2022.