James Cromwell voices Bigfoot in Veganuary’s first cinema ad

The mythical creature joins 34% of Brits who are interested in trying a vegan diet

26th December, 2021 – Veganuary, the global pledge to try vegan for 31 days, has produced its first-ever cinema ad which sees Bigfoot – voiced by Oscar-nominated actor James Cromwell – sign-up to Veganuary to help cut his carbon Bigfoot-print. The animation will premiere in cinemas across the UK today.

Living alone in the woods, hardly seen by anyone, Bigfoot feels disconnected from the world and the scenes of climate chaos he sees on social media. But when his best friend Snowman melts to the ground, Bigfoot realises he IS connected to the rest of the world and must do his part to save it. So, he decides to change his diet with the help of Veganuary.

James, star of Succession, Six Feet Under and the classic Christmas film Babe, says: “Do the planet and yourself a favour. Take the Veganuary challenge. Make a difference with little or no effort.”

The cheeky, fun ad, which was produced by Kilogramme Animation Studio, will air in more than 500 UK cinemas from Boxing Day until New Year’s Day – the peak sign-up period for Veganuary.

The cinema ad premieres as a new study conducted by YouGov* shows one-third (34%) of UK adults are either interested in trying or plan to try a vegan/plant-based diet while 8% of UK adults are already on a vegan/plant-based diet. The survey also revealed that 35% of Brits say their perceptions of a plant-based/vegan diet have changed for the better in the past two years and 36% think eating a vegan/plant-based diet is an admirable thing to do.

Veganuary’s Head of Communications, Toni Vernelli, says: “Bigfoot may be mythical, but the need for urgent climate action is real. And as more people become aware of the incredible impact our food choices have on the health of our planet, attitudes towards eating vegan are changing. It is incredibly exciting to see one-third of Brits are interested in trying a vegan/plant-based diet, something that would have been inconceivable just a few years ago.”

She added: “While shifting our diets may still seem daunting for some, signing up to Veganuary makes it much easier as our free pledge is filled with all of the tools and resources you need to make it fun and delicious.”

More than 582,000 people from 209 countries and territories officially took part in Veganuary last year and this year is set to be even bigger as the campaign has expanded into India for 2022. With campaign hubs now in the UK, US, Germany, Argentina, Chile, Brazil and India, Veganuary is truly a global phenomenon.

Veganuary is free to join, and people can sign-up at veganuary.com to receive 31 daily emails packed with nutritional info, delicious recipes, easy meal plans and helpful advice.

Media contact
Toni Vernelli, International Head of Communications, Veganuary
T: 07505 866 548
E: [email protected]

*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2079 adults. Fieldwork was undertaken between 21st – 22nd December 2021. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

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