A record half a million Brits signed up to Veganuary in January 2021 which is over double from 2019. While the vegetarian and pescatarian population remains fairly steading, veganism has seen a tremendous rise over the last decade. With that being said, going vegan can still be controversial in many circles. I myself have faced bullying for choosing to go vegan and it sucks. So it’s not surprising that any marketing campaigns that talk about vegan and animal issues may kick up a fuss with some consumers. The conscious campaign I am going to focus on today is from the energy company Ecotricity. Their 2018 campaign revealed that the majority of energy companies in the UK are not vegan. And boy did it get some people’s blood boiling…all puns intended.
Campaign Details
Company: Ecotricity
Campaign: Animal-Free Energy Supply
Date: 2018
Product/Services: Gas and Electricity Supply
Mediums: Social media and digital ads
USP: Shock and unusual imagery
Now it may seem odd that animals could be involved in the production of energy but it happens. We frequently only think of veganism or vegetarianism in terms of the food we eat, clothing items we wear or even beauty products. But animal products can be found in all sectors of society from our banknotes to furniture. Ecotricity decided to use their advertising to highlight the animal use involved in the energy industry while also building their brand at a time when conscious consumers are on the rise.
What’s good about the campaign?
The main driving force of the campaign was that animals and by-products of animal agriculture are used by most energy companies in the UK to produce some of their energy (including green energy). This was combined with the statement that Ecotricity is the world’s first vegan energy company. This bold statement appears to be true (in terms of advertising as such) since a Google search of vegan energy companies in the world comes up with zilch, other than Ecotricity.
The reason why this campaign was so impactful was that it talked about something controversial that no one would have necessarily thought about before. One of the main images utilised was of minced meat coming out of a plug socket. For some, this bizarre imagery made them squirm, which is exactly what was intended. Most people find it off-putting to find something they didn’t expect to be somewhere. Think of the horsemeat scandal of 2013. There is nothing wrong with horsemeat from a nutritional perspective but the outrage was supreme.
Another plus of the campaign is that the messaging was entirely on brand. Ecotricity has long pursued environmental campaigns and products including electric cars, fashion and sports. They have a long history of vegan activism, lead by their founder Dale Vince. As all good marketers will tell you, staying on brand is key to building trust in your client base.
What doesn’t work so well?
Controversial marketing is always a risk but Ecotricity seems to have trodden the right side of the line. Though the Advertising Standards Agency (ASA) did receive some complaints, it only numbered 30. A minimal amount for most cases. Ecotricity was cleared of any wrongdoing and the adverts were allowed to continue. The ASA ruling said: “We noted that the image of raw minced beef coming out of an electric power socket was relevant to the product being advertised – vegan electricity.” Vince dismissed the complaints as “pedantic” and it doesn’t seem to affect sales negatively, but rather inflated them.
The Verdict
Considering the lack of backlash over the imagery, I would give this a success stamp. Ecotricity succeeded in creating a standout campaign that brought their message into the public consciousness. The style of the adverts matched with their other branding elements but used a first glance shock. The message was on-point for their company ethos and the driving force behind their company. Overall, I would say it was a pretty successful campaign. From a personal perspective, it definitely inspired me to sign up to them over other green energy providers when I made the switch.
What are your thoughts?
More Conscious Campaigns
Who Gives a Crap – Marketing everyday products.
Meatless Farms M*** F*** Campaign – Use of “swearing” in advertising.