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.


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.