Ask a Vegan Local

PETA - Value Exchange Campaign / VEGAN CITY GUIDES

Briefed to create a value exchange campaign and capitalizing on the recent growth of interest in veganism, we created a desirable and genuinely useful product that broadens the organisation’s appeal to egage newly vegan curious audiences.

The ‘Ask a Vegan Local’ guides to Berlin, Goa, New York City, Rio de Janeiro and Sydney use local experts from PETA’s network of activists to position the charity as an authority on vegan living and a cruelty-free lifestyle. The content and design extend the brand into an aspirational space – new for PETA – engaging new audiences in their animal rights work and demonstrating how easy and exciting vegan choices can be.