What has 80,000 Americans on board and sounds vaguely like you're casting a spell at Hogwarts?

It's Veganuary, a monthlong movement aimed at getting you to cut meat and dairy from your diet. The effort began in the U.K. and quickly extended to 192 countries. 

Last year, Veganuary officially came to America, with vegan celebs helping hyping its arrival. But it's undergone substantial growth in the year since, with 100 brands getting on board to offer special menu items, promotions and content.

So what's made the event such a mainstream hit, and why do some brands say it's already becoming bigger than Christmas for them? If you're an Adweek Pro subscriber, you can find out by reading my colleague T.L. Stanley's excellent article about the rapid rise of Veganuary in the U.S. 

Have you tried (or succeeded in) going vegan? I've been slowly phasing meat out of my diet in recent years but can't quite imagine losing egg and dairy, so send me your tips at the email below or find me at @Griner on Twitter.

Already looking ahead to NoEggbruary,

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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