PR & Brand Growth for BBC’s Dirty Vegan

Client: One Tribe TV / BBC Wales

Our role: PR Lead | Social Media Strategy & Management | Media Relations | Speechwriting | Brand Building

Dirty Vegan was the BBC’s first-ever vegan cookery series, fronted by endurance athlete and TV personality Matt Pritchard. Already working with the show’s producers, One Tribe TV, Daffodil PR was asked to expand our remit and deliver full PR and social media support for the launch of the programme and its accompanying cookbook.

What we delivered

Comprehensive social media launch

Recognising the need for a strong digital presence, we established official Dirty Vegan accounts across Instagram, Facebook and Twitter. Our strategy focused on building anticipation, showcasing Matt’s personality, and engaging both vegan audiences and curious newcomers.Within just three months:

• Instagram grew to 11k+ followers

• Facebook surpassed 4k followers

• Twitter exceeded 3k followersThis contributed to BBC Wales achieving their highest social media engagement figures ever for a TV series.

National and regional media coverage

We secured extensive media exposure for Matt Pritchard and the Dirty Vegan brand, including magazine cover features, national radio interviews, and an appearance on Channel 4’s Sunday Brunch. This widespread coverage helped position both Matt and the series at the forefront of the UK’s growing plant-based movement.

Speechwriting and public speaking support

Matt was invited to speak at numerous events, including addressing the National Welsh Assembly on behalf of The Vegan Society. As a nervous speaker, he commissioned Daffodil PR to write his speeches and provide one-to-one coaching, ensuring he delivered with confidence and impact.

Record-breaking results

The PR and social activity translated into impressive outcomes:

• The Dirty Vegan cookbook exceeded all sales targets

• The brand developed a strong, loyal fanbase

• The success of the series and its online traction led to the publication of two bestselling cookery books

Long-term impact

Due to the rapid growth and success of the brand, One Tribe TV created a dedicated Dirty Vegan business entity and appointed a full-time Marketing and Brand Manager — a testament to the strong foundation built through this project.