While John Lewis went for Elton and a piano and Iceland opted for orangutans, restaurant chain Zizzi has decided to make veganism the centre of its Christmas advert.
Bringing back the original, green Father Christmas, the brand’s television campaign reflects the rising popularity of veganism in the UK, and is the first time ever that a vegan Father Christmas has featured in an advertising campaign.
The traditional looking ‘vegan’ Father Christmas can be pictured in a dark green velvet and white faux-fur trimmed Santa cloak tucking into a pasta from the brand’s vegan festive menu – although he can be hard to spot amongst the sea of red Santa’s also sitting at the table.
The widely recognised red Father Christmas was introduced to popular culture by Coca Cola in a 1931 advert and has become ingrained as the image of Santa Claus we all love and recognise.
The campaign was inspired by research commissioned by Zizzi which uncovered that a massive two thirds (68 per cent) of Brits are forced into changing their dietary requirements when eating out, with veganism viewed as the diet most difficult to cater for.
With over 70 per cent of Brits planning to dine out with friends or family during the festive period, research has found that a third of groups (33 per cent) can’t agree where to eat because of the differences in dietary requirements.
Three in five (63 per cent) of vegans admitted to having relaxed their eating principles when eating out, 73 per cent of diners with a gluten intolerance confessed to feeling sick when non-gluten free options aren’t available.
Commenting on the green Father Christmas in their 2018 advert, Rachel Hendry, Head of Brand and Commercial Marketing said: “We’re delighted to offer such a wide range of vegan dishes this festive period, so it only felt right to have our green Father Christmas represented in our advert. More and more diners are adopting a vegan diet and we wanted to ensure that they could enjoy good food and good times with friends and family without missing out on tasty festive dishes.
“This Christmas we are expecting a considerable increase in vegan diners so our menu includes more options for them (and those with other dietary requirements) than ever before. We understand how difficult it can be to organise a Christmas meal and hopefully we really do provide something for everyone.”
Dominika Piasecka from The Vegan Society comments: “2018 has been the year that veganism has truly gone mainstream, reflected by the fact that a major high street brand has chosen to put a vegan Father Christmas front and centre in its advertising campaign. It also celebrates the fact that there is now so much more choice for vegans when it comes to dining out and that diners are no longer left with a tasteless or bland plate of food.”
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