Earlier this week PBN exclusively revealed that a market analyst had labeled pro-dairy initiative Februdairy a 'complete misfire'.
Februdairy was inspired by the success of Veganuary - which encourages people to try a vegan diet throughout January. It aimed to promote a positive image of dairy farming, using the Februdairy hashtag.
According to the analyst, the campaign failed after vegans hijacked the hashtag, using it to spread a pro-animal rights message.
PBN talks about the failure of Februdairy. Subscribe to PBN's YouTube Channel here
In this video, PBN Founder Klaus Mitchell leads a discussion around the success - and failure - of Februdairy.
He says: "The call to action was creating awareness around the benefits of dairy.
"But there were signs the campaign was in disarray. It was a very astroturf campaign led by people who wanted to sell more products."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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