UK – British restaurant Wagamama is the first high-street chain in the UK to give plant-based offerings an equal share on its menu. The restaurant is promoting its 50% plant-based menu with an ad featuring a Godzilla-style monster urging customers to eat more plants to help save the planet.
Taking inspiration from the kaiju genre, a category of Japanese film that features large monsters, London-based creative studio Uncommon has dreamed up giant creature Vegamama to spotlight new plant-based options on the menu. In the humorous ad, a dinosaur-like monster is seen destroying a city until it's stopped by a Wagamama diner espousing the environmental benefits of adopting a plant-based diet.
By committing so heavily to plant-based options, Wagamama is catering to the growing group of Flexitarians who are eating less meat to help combat climate change, without eliminating it from their diet entirely. ‘Turns out, profound change is possible, but it starts with choices – big and small, to live more sustainably,’ explains Uncommon.
As well as using labels such as 'vegan' and 'vegetarian' to appeal to plant-based diners, consider the growing group of Flexitarians who don't adhere to a strict diet, but are trying to lessen their meat and dairy intake