Asda wanted an integrated 'Veganuary' campaign to launch its new, own-brand vegan meal options to young adults aged 18-35.

Every other supermarkets and food brand was doing the obvious thing. Pay top dollar for a vegan / health-based influencer or celebrity to push their product. Hardly a surprise there.

I went the opposite way. Which public figure would be the least likely to endorse this range and go vegan? Step forward Zoe Clifton, a committed carnivore builder who loves fry-ups, roast dinners and meat pies.

Zoe and Jenna were the breakout stars of Channel Four reality show Married at First Sight. A match made in heaven until Zoe discovered Jenna was vegan. Not only did Zoe hate vegan food, she hated vegans too.

Despite this massive setback, love won. But Zoe said she'd still never, ever go vegan for love. How about for Asda then?

On December 31 Zoe stunned her fans and made headlines in the likes of MailOnline and OK! when she announced she was going vegan - eating nothing but products from OMV! and Plant Based by Asda for the month of January.

Zoe, along with partner Jenna, documented her Veganuary journey on social, provided regular content updates on Instagram and TikTok, before sharing her final verdict on a plant-based diet.