Whilst all the other burger and fast-food chains are showing big, beautiful imagery of their vegetarian meal offerings, we decided not to do that, and rather challenge perceptions towards the whole plant-based platform. We wanted to tempt meat lovers to reconsider their position on vegetables and confront them with images that would make them see the beautiful veggie the way we did. When they associate us with beautiful veggies, they considered us as the premium destination for plant-based meat alternatives.