Vegan Strong

Never underestimate a vegan hippie chick with a race car.

Purpose

Vegan Strong brings together professional race car driver and activist Leilani Münter with food justice nonprofit A Well Fed World to deliver a vegan racing educational campaign. Vegan Strong is not just the tagline on the side of Leilani’s race car, it is an interactive experience engaging racing fans in conversation with vegan bodybuilders, offering product sampling, and encouraging visitors to take the challenge and go vegan!

Community Building

This campaign allowed us to reach an audience that is not traditionally targeted for vegan messaging by meeting them where they are and engaging them in conversations about their interests! We brought together drivers, bodybuilders, influencers, and fans in meaningful and memorable ways!

Impact

In the 2018 Nascar season alone, the Vegan Strong campaign was implemented over 20 days in 5 locations across the U.S. We achieved over 26,500 engagements on the campaign messaging, distributed 24,400 samples of Impossible Sliders, and collected 1,000 surveys from guests to our space.

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