Violife has launched a new influencer campaign focused on raising awareness about flexitarianism.

The influencer-driven campaign will feature Lagomchef, who will share plant-based cheese recipes on Facebook and YouTube.

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Other influencers involved include Jensplantbase, Alfie Cooks and Nat’s Nourishment, who will also share content on social media.

Alongside the campaign, the FMCG brand has also launched a new DOOH campaign, with PR agency Good Relations leading on the media strategy and social and influencer content.

Ad agency, VCCP will also lead media planning and buying and secure DOOH sites across the UK via its data partner Skyrise.

As part of the campaign, Good Relations has partnered with Deliveroo to distribute free vegan toasties created by Lagomchef.

Violife Senior Brand Manager, Jess Millner said: “It’s clear from our research that January is a month where many struggle to stick to their goals, such as trying out a more plant-based diet.

“This January, we want to make it easier for people to stay on track with their good intentions, even when the fridge is calling and tempting them to stray from their resolutions.”