The objective:

Position Firefly as the adult soft drink for those embarking on a healthier January.

The story:

This January, to help you stay meat and alcohol-free, Firefly Tonics, in conjunction with All Bar One, bring you the first ever national pub chain menu specially designed for vegans.

How we did it:

#Veganuary and #DryJanuary are two of the biggest health moments in the new year, so we tapped into both of these in one go, generating news, features, listings and influencer coverage.

Results:

Lots of January media interest, including the Evening Standard, and Chris Moyles’s Radio X show, as well love from a broad spread of vegan, food & drink and other lifestyle influencers. Owing to the high demand, All Bar One extended the menu into February.