World Premiere of Veganuary Documentary Marks 10th Anniversary

Chris Packham, Jasmine Harman, Kellie Bright & more reflect on campaign’s success

London – This month sees the world premiere of It’ll Never Catch On: The Veganuary Story marking 10 years from the creation of the global campaign encouraging everyone to ‘try vegan for January’.

In this short film, founders Matthew Glover and Jane Land reflect on their struggles and surprising successes; celebrities Chris Packham, Jasmine Harman, Kellie Bright and Jane Fallon reveal how taking part in Veganuary changed their lives; and food industry giants including ASDA, Burger King and BOSH! discuss how it has revolutionised the food landscape in Britain.

The 22-minute documentary will debut at Plant Based World Expo in London on 16th November and be followed by a Q&A featuring the founders as well as BOSH! and Burger King. The online premiere will follow on 17th November in conjunction with Plant Based News and is open to everyone.

A trailer can be viewed here.

Jasmine Harman, who took part in the first-ever Veganuary in 2014, said: “I think I always knew Veganuary would blow up, and it would be huge but seeing just how big it got and how quickly has been just phenomenal.” She added: “I feel very proud and very privileged to have been with Veganuary from the start and to be one of their Ambassadors.”

Forged on a kitchen table in York by a husband-and-wife team, Veganuary has made newspaper and TV headlines around the world – from the front page of the Times to features in the Washington Post, New York Times, New Scientist and South China Morning Post as well as CNN, Sky News and BBC Breakfast.

Joaquin Phoenix, Joanna Lumley, Paul McCartney and Brian May have backed the campaign which now has official chapters in eight countries and attracted participants from every country in the world except North Korea.

Notes to editors

The live screening at Plant Based World Expo is free to attend. Anyone can register for a complimentary expo pass here which includes admission to the screening. Registration for the online event is free and will be available soon.

A press pack with more stats, celebrity quotes and links to general Veganuary images can be downloaded here.

Media contact

Toni Vernelli, International Head of Policy & Communications

T: 07505 866 548

E: [email protected]

Thinking of trying vegan?

Veganuary inspires and supports people all over the world to try vegan for January and beyond. Millions of people have already taken part. Will you join them?