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 graham@vegsoc.org or 0161 925 2000.