This visually striking ad for the Mango vegetarian restaurant pulls a reference from pop culture to prove that its cuisine has a strong appeal to both vegetarians and meat-eaters alike.
It's common for specialty diet establishments and brands to speak only to consumers who follow that particular diet, but this doesn't mean that the healthy food can't be appealing to a broader audience, as this ad shows. The print ad depicts a man in a Hannibal Lecter-like mask pressed up against the window of the restaurant, not being allowed inside. Although the ad is blatantly shutting out carnivores, what better way to tempt a meat-eater inside than with the promise of food that even they will like?
Key Themes Behind This Trend
- Specialty Diet Marketing
- Exploring ways to market to a broader audience without alienating specialty diet consumers.
- Pop Culture References
- Incorporating popular cultural references in advertising to attract a wider range of consumers.
- Appealing to Non-diet Consumers
- Finding innovative ways to make healthier food options appealing to consumers who are not following a specific diet.
Where This Applies
- Restaurant
- Opportunity for vegetarian restaurants to expand their customer base by marketing to non-vegetarian consumers.
- Advertising
- Opportunity for advertising agencies to create visually striking campaigns that resonate with a diverse set of consumers.
- Food and Beverage
- Opportunity for the food and beverage industry to develop and promote healthier food options that appeal to a wide range of consumers.
