Zuppa is an «affordable premium spoon-dish» restaurant in the fast-food market which needed an idea to communicate its new stews prepared with plant-based meat.
After some investigation about one of the most trendy diets nowadays: vegetarianism, we found out, in Spain, statistics show that in every group of 5 friends 1,5 are vegetarians. Meaning that one of them is full veggie, three of them love meat, and there’s one in two minds, our 0.5.
So yeah, we built the idea of the campaign around our main target:
All those who sit on the fence.
![](https://esthergarciaribas.com/wp-content/uploads/2023/03/ZUPPA_solo-flores_16-9-quicktime.gif)