This meatless campaign had launched on New Year's Day (2013) in New York City and Los Angeles. It was aimed at the veggie-curious types. The campaign coincides with the post-New Year’s period, when many consumers are attempting to act on their resolution to eat healthier and lose weight. One of the insights that fueled the creative strategy is that this is often a time of year when people assess their relationship and even look for new partners

The digital out-of-home, taxi TV and online campaign used a dating theme to urge consumers to “Start a healthy relationship” with their food.

It’s not often one can say that their work was featured in the New York Times Magazine… well, this tasty piece of creative actually was.
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