World Vegan Day, observed annually on 1st November, presents a significant marketing opportunity for brands to promote their plant-based products. In 2019, numerous food and beverage chains, primarily in the United States, launched special offers, freebies, and promotional deals to coincide with the event. These initiatives ranged from complimentary ice cream scoops to discounted multi-pack purchases, targeting consumers interested in vegan diets. The following article details the specific offers available on World Vegan Day 2019, focusing on the participating brands, the nature of the promotions, and the terms of access as reported in contemporary sources.
The promotions highlighted in the source material are exclusively for participating locations within the United States. The offers were structured to encourage trial of vegan products, often requiring a purchase for redemption or being available for a limited time window. Key brands featured in the 2019 promotions included Ben & Jerry’s, Baked by Melissa, and by CHLOE, each implementing distinct promotional mechanics such as free product giveaways, purchase-with-purchase incentives, and app-based discounts.
Free Scoop Promotions
A central feature of World Vegan Day 2019 promotions was the offering of free ice cream, specifically vegan varieties. Ben & Jerry’s, a prominent ice cream brand with a growing line of non-dairy products, ran a significant giveaway. According to multiple sources, the company offered a free scoop of its vegan ice cream at participating Scoop Shop locations across the United States. The promotion was active from 4:00 p.m. to 8:00 p.m. on 1st November 2019. The company’s statement, as reported, emphasised the simplicity of the offer: “There’s no catch, no small print, just free scoops of the best vegan dessert euphoria around.” This initiative was described as the brand’s first annual “World Vegan Day Happy Hour.” The available flavours for the free scoop included Cookie Dough and Coconut Almond Fudge Chip, while the full range of twelve non-dairy pints was also available for purchase.
Purchase-Linked Offers and Discounts
Several other brands structured their World Vegan Day promotions around a purchase requirement. Baked by Melissa, a cupcake company, offered a deal on its vegan cupcakes. Customers purchasing a pre-assorted 25-pack of cupcakes online received a free six-pack of mini vegan treats. For in-store purchases, a minimum spend of £30 (or the local currency equivalent) was required to receive the same free six-pack. Additionally, in-store customers were provided with a promotional code for 10% off their next vegan purchase, valid from 2nd November through 11th November 2019.
Similarly, by CHLOE, a plant-based fast-casual restaurant, provided a free chocolate chip cookie with the purchase of a burger or salad. The offer required customers to “simply mention World Vegan Day” to staff. Furthermore, the brand promoted a digital incentive: downloading the by CHLOE app granted customers a $10 discount on a delivery order of $15 or more. This dual approach combined an immediate in-store freebie with a longer-term app-based discount to encourage customer engagement.
Other food service establishments offered value-added promotions. Fatburger, a chain that introduced its vegan Impossible Burger to all 78 US locations on World Vegan Day 2019, celebrated by offering a free slice of Daiya vegan cheese on any burger or sandwich. Gregory’s Coffee, a chain in New York, New Jersey, and Washington D.C., offered a combination deal: a Califia Oatmilk drink and a JUST Egg Vegan Scramble for $2. Earth Burger, a vegan restaurant chain with locations in Texas and Minnesota, promoted 2-for-£14 combo deals and a 25% discount on all desserts.
Giveaways and Contests
Alpha Foods, a plant-based brand selling frozen products, ran a giveaway contest on Instagram. To enter, participants were required to follow the AlphaFoods account, like the contest post, and tag three friends. The prize was described as a “freezerful” of Alpha Foods products, including nuggets, pizza, burritos, tamales, and pot pies. This social media-driven promotion aimed to increase brand visibility and engagement among the vegan community.
Context and Product Categories
The promotions on World Vegan Day 2019 were predominantly focused on the food and beverage category, specifically plant-based alternatives to traditional dairy and meat products. The source material does not provide information on offers in other categories such as beauty, baby care, pet products, health, or household goods for this specific event. The participating brands—Ben & Jerry’s, Baked by Melissa, by CHLOE, Fatburger, Gregory’s Coffee, Earth Burger, and Alpha Foods—all operate within the food service or packaged food sectors. The promotions were designed to introduce consumers to vegan versions of familiar items like ice cream, cupcakes, burgers, and cheese.
Conclusion
The World Vegan Day 2019 promotions detailed in the source material illustrate a coordinated effort by various US-based food and beverage brands to capitalise on the growing interest in plant-based diets. The offers ranged from no-purchase-required free scoops of vegan ice cream at Ben & Jerry’s to purchase-linked freebies and discounts at Baked by Melissa and by CHLOE. Other promotions included limited-time combo deals, value-added cheese slices, and social media contests. A common theme across these promotions was the temporary nature of the offers, all valid only on 1st November 2019, and their geographic limitation to participating US locations. The source material confirms that these deals were specifically targeted at the US market, with no information provided regarding equivalent promotions in the United Kingdom or other regions.