This essay uses material from two visual campaigns by two vegan food brands, Oumph! and Anamma. A visual analysis and a critical discourse analysis investigates what kind of marketing strategies is used and how discourse around climate, health and veganism affects their target groups and in return the outcome of their marketing campaigns. The findings of the analyses then take part in a broader discussion involving symbolic consumption, ontological design, cultural capital and representation. The investigation shows that Oumph! and Anamma have very different target groups, therefore they use different marketing strategies. Anamma uses a calm and informative appeal to the collective using the environment as a reason for a diet change while Oumph! uses a more aggressive appeal to the individual and their cravings. It is clear that people’s awareness of climate change has affected the discourse around veganism. A plant-based diet is proven to be healthier for both our bodies and our planet which brings more people a vegan or partly vegan lifestyle which creates new social gaps in this field.