Vegan cheese brand Violife has this week launched its 2023 Veganuary campaign with a set of high-value out-of-home assets in the heart of East London.

Developed in partnership with creative outfit VCCP Media, the campaign looks to encourage more people to introduce plant-based cheese into their diet.

The creative will feature prominently on the Shoreditch Canvas, one of the most high-impact out-of-home spaces in the capital, until 12 February.

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“At Violife we are on a mission to encourage more people to try and incorporate plant based cheese into their diets and this campaign is ideal for this. Shoreditch has vibrant community who are open to trying vegan options and we want to show them what is out there,” Violife Northern Europe head, Victoria Slater said.

Produced by Violife’s in-house team, the billboards look to tap into the Veganuary buzz, at a time of year when the general public is much more open to trying vegan products.

VCCP Media business director, Chris Stevens said. “We are excited to be working with an innovative brand like Violife, who are showing people how dairy free products are now easily accessible. Whether you are just trying out a different diet or living a vegan life you can still enjoy what you are eating.”