Download - National Vegetarian Week 2011 report
226 organisations added
their NVW activities to our
What’s Happening
calendar
2,538 packs of free
promotional materials
were ordered and sent
NVW 2011 trended on
Twitter during the Week
and was one of the most
popular discussion topics
What is National Vegetarian Week?
National Vegetarian Week (NVW) is the
Vegetarian Society’s annual awareness event
and a fun, UK-wide celebration of all things
vegetarian. During National Vegetarian Week,
companies, community groups and schools participate in their own unique
ways, highlighting the benefits of a vegetarian lifestyle and promoting
themselves in the process. Having first launched in 1992, the Week is now an
established event that gets bigger and better every year.
Read on to find out more about why National Vegetarian Week 2011 was a
successful awareness week.
Sponsored by
Promotional materials
NVW aims to:
Raise awareness of the
benefits of a meat-free diet
for health, the environment
and animal welfare
________________
Encourage new target
groups to experience the
variety and taste of
vegetarian food, and
consider meat reduction as
part of their diet
________________
Support businesses by
providing a high profile
context for their promotions
and other activities, from
special offers, discounts and
extended vegetarian menus
to healthy eating campaigns
and go veggie challenges
for staff and stakeholders.
_________________
Celebrate the very best of
vegetarian cuisine.
This year 2,538 packs of free promotional resources
were sent out across the UK to cafes, schools,
shops and other organisations that requested them.
That’s:
63,450 A6 booklets
5,076 A3 posters
2,538 each of A3 belly posters (blank middle
for adding events & offers), booklet
dispensers and landscape banners
And that doesn’t include materials that were
requested individually!
"NVW 2011 was such an
amazing week for Cauldron
and everyone who
participated across the UK.
We were especially pleased
with the efforts and success
of the Cauldron Local Hero
award winners”
Sarah Riddolls of Cauldron
Headline Sponsorship
The Vegetarian Society was delighted that
Cauldron Foods signed up as Headline Sponsor
for a fifth successful year. Coverage of the
sponsorship was excellent and Cauldron
branding appeared prominently across all types
of media.
Cauldron Local Hero
Awards 2011
The Cauldron Local Hero
Awards were launched in
2010 to reward those
making a special effort to
celebrate the week. They
returned for 2011 and
the winners of the
awards were:
_______________
Local Organisation
Hero:
Radisson Edwardian
Hotels and the University
of Manchester (joint
winners)
_______________
Local School Hero:
Marsh Gibbon Primary
School, Bicester
_______________
Local Community
Hero:
Northants Veggies and
SAVeggies (joint
winners)
_______________
National Hero:
Tesco
Business involvement in NVW 2011
Libraries, caterers, restaurants, schools,
supermarkets, and pubs were amongst
those who added their planned NVW
activities to our What’s Happening
Calendar. With over 250 promotions,
discounts, offers, celebrations and
events taking place across the UK, the
What’s Happening Calendar was a great
way for companies to receive free
promotion and for individuals to find out
what was happening in their local area.
Cosy cafes and family run restaurants
rubbed shoulders online with the likes of
Asda, Lush and Tesco.
Community involvement in NVW 2011
Our Vegetarian Society local
groups play a big role in NVW, and
2011 was no different. Local group
activities and events accounted for
almost 20% of entries on the
What’s Happening Calendar.
Schools were also involved and
used fun activities and food
samples to show their pupils that a
veggie diet can be very healthy.
Meat Free in Manchester
To launch NVW 2011, the
Vegetarian Society held a free
public event in Manchester city
centre, Meat Free in Manchester.
The event was designed to debunk
classic veggie myths (e.g. veggies
don’t get enough protein) with fun
interactive games, cookery
demonstrations from established
chefs, live entertainment, delicious
food samples and more. The event
proved a great success with over
2,000 people attending on the day.
Press coverage
National Vegetarian Week 2011 was picked up by a variety of media and reported in a
very positive light.
25 14
102
105
22
102
Total press circlation for NVW 2011
Trade
Nationals
Consumer
Regionals
Broadcast
Web
The overall reach for
2011 was 30,701,360
The total circulation for
trade, nationals,
regionals, broadcast and
consumer was
25,872,696
370 total cuttings
Online
Our Twitter accounts were very popular
during the week with @vegsoc gaining
more than 1,000 new followers and
@nvw2011 quadrupling it’s amount of
followers!
National Vegetarian Week also trended
on Twitter during the Week and was one
of the most discussed topics worldwide on
the social network for two days.
Nationals
The Times had a recipe each day
The Daily Express featured ten things
you never knew about vegetables
‘i’ featured top ten veggie cookbooks as
well as their resident chef Mark Hix
showcasing recipes
TV
ITV’s Lorraine Show and
website featured a recipe to
mark the Week.
ITV’s This Morning show
and website included chef
Phil Vickery making a
vegetarian lasagne for NVW. Magazines
BBC Food, Choice, My
Weekly, Top Sante and
HELLO! were some of
those featuring NVW
Supermarket
publications
Morrison’s and Tesco’s
in-store magazines
mentioned National
Vegetarian Week 2011
Press highlights
National Vegetarian Week 2012 – Be part of it!
NVW 2012 runs from 21 – 27 May and there are plenty of reasons to join in the
celebrations that will take place across the UK.
If you’re a business or organisation it’s the ideal opportunity to promote your
vegetarian products to the public with the help of our What’s Happening
Calendar, e-newsletters and social network accounts. For community groups
and individuals it’s a chance to connect with others, share fantastic food and
organise information stalls and community events where you live.
Sign up for the NVW e-newsletter, featuring ideas, updates and more, at
http://vegsoc.org/page.aspx?pid=912. Don’t forget to follow us on Twitter
(@nvw_2012) and join our group on Facebook by searching for ‘The Vegetarian
Society’.
Become a sponsor or official partner
If your business or organisation is interested in the many benefits that come with
being a sponsor or official partner for NVW (for which a fee is payable), contact
Graham Drummond on [email protected] or 0161 925 2000.