In 2014, we launched the Vegan Taste Week (VTW) – a German website and newsletter program that encourages people to try a (more) plant-based diet. People who sign up for the newsletter get an email per day for seven days with recipes, tips and background information. After this first week, they get one additional newsletter every month. On the website, we provide our readers with a huge recipe database, product tips and background articles about vegan lifestyle and nutrition.
We use several channels to accumulate more sign-ups for the Vegan Taste Week:
- our local groups,
- our (free) Google Grants ads budget of $40,000 per month,
- website pop-ups,
- our leaflets,
- our Facebook page.
Between 2014 and 2018, a total of 270,000 people had taken part in our Vegan Taste Week. In 2018, 30,370 people signed up for the program (we only count email addresses we can successfully send emails to and we subtract unsubscribers).
We assess the outcome of the Vegan Taste Week based on the opening and click rate of our newsletters and random surveys. In 2019, the average opening rate of the first email was around 72%. By the final email of the week, the rate had decreased but was still around 59%. The average click-through rate was 23%.
In the future, we particularly plan to further increase click rates (key indicator of the extent to which people engage with our emails).
In 2018, we conducted a survey in order to gain insights into the motivation of our participants and the impact Vegan Taste Week had on them. The results were extremely satisfactory:
- 64% of respondents ate somewhat or significantly more vegan food during VTW than before. 21% ate completely vegan.
- 91% of respondents agreed with the statement, “Thanks to my participation in the Vegan Taste Week, I can prepare more/better vegan food today.”
- 76% can more easily locate vegan foods while grocery shopping thanks to VTW.
- 48% of those participants who ate meat before the VTW were planning to switch to a vegan diet in the future after finishing VTW. This also applies to 45% of flexitarians, 74% of pescetarians and 83% of vegetarians.
In 2018, the Polish version of the Vegan Taste Week online program went live under the name Tydzień na Weganie (“vegan week”).
Facebook group: Vegan Tips for All
The “Vegan-Tipps für alle” (“Vegan Tips for All”) Facebook group, which we launched in 2017 and moderate ourselves, is an interactive addition to the Vegan Taste Week. The members engage in discussions and share tips and recommendations on a wide range of vegan-related issues. We make sure that only properly researched and no pseudoscientific information is shared (the internet and social media are awash with unsupported information, particularly on the subject of health). We also suggest topics for discussions ourselves and, if necessary, provide references to our or other well-researched websites. Since we cannot offer one-to-one support for our VTW participants, we consider a Facebook group to be a highly effective happy medium. By the end of 2018, the group had over 36,000 members. Almost 80% of them were active members, meaning that they regularly published posts or read/commented/reacted to the posts of other members.