The Dangerous Dan's campaign boasts a creative way to gain the Toronto-based restaurant some attention. Judging by the beefy bar's name, Dangerous Dan's is not for the faint-hearted.
The campaign clearly communicates the killer cholesterol cuisine that Dangerous Dan's is proud to serve. With some of the best copy I've ever seen, the Dangerous Dan's campaign makes such confident statements as "22% of Ontarians are obese. We can do better."
Implications - The restaurant and food market is now over-saturated with health-conscious consumption, but the desire for greasy indulgence still exists -- and strongly, might I add. Appealing to those who are avidly anti-vegetarian and who crave artery-clogging feasts is a surefire way to get noticed and spread word of mouth quickly.
Key Themes Behind This Trend
- Anti-vegetarian Indulgence
- Opportunity for restaurants and food brands to cater to the desire for greasy indulgence and tap into the market of those who are avidly anti-vegetarian.
- Bold and Confident Messaging
- Creative campaigns that use confident statements and provocative slogans to grab attention and spread word of mouth quickly.
- Challenging Health-conscious Norms
- Disruptive opportunity to stand out in the over-saturated health-conscious food market by daring to promote artery-clogging feasts.
Where This Applies
- Restaurant Industry
- Restaurants can leverage the trend of anti-vegetarian indulgence to attract customers seeking greasy indulgence and differentiated dining experiences.
- Advertising Industry
- Opportunity for creative agencies to develop bold and confident messaging campaigns that challenge health-conscious norms and generate attention.
- Food Branding Industry
- Brands can capitalize on the trend of challenging health-conscious norms by promoting artery-clogging products and targeting the anti-vegetarian market segment.
