I never have trouble getting my hands on a plump breast or thigh. But it's always the same. I'm not fulfilled. And the experience leaves me feeling tired and greasy afterward. I'm looking for something new. Fresh. Stimulating. It's not like I haven't had my fair share of meat. But I'm sick of the wieners, sausage fests and bones. I'm not satisfied. I want something different. Down to earth, yet spicy. Is that too much to ask? I'm a leg man, so I always appreciate a firm, shapely pair. But honestly, I'm getting bored. How much can you actually do with a leg? It's time to broaden my horizons. I'm looking for something new to love. Something exotic. Versatile. The Sprout is a vegetarian restaurant in downtown St. John’s as renowned for its fresh, vibrant menu as much as it is for its lack of meat. Vegetarians in the city are already regular patrons of The Sprout, but in an effort to add more non-vegetarians to the restaurant’s client base, Target has produced a cheeky poster campaign. The idea draws a comparison between the lack of variety in the dating scene (the meat market) and the typical diets of most non-vegetarians in an amusing, irreverent way. It cheekily sells The Sprout as an opportunity to experience refreshingly different food that will open up diners’ horizons. With a strong sense of humour, the tone of the ads serves two purposes: First, it directly counters the (unfairly) negative stereotype of vegetarians as preachy and overly serious. Second, it’s sure to get the attention of downtowners – and to get people talking. With this in mind, three executions of the ads were placed around downtown St. John’s just before New Years Eve – with a focus on popular bars, clubs and other local businesses, targeting a young, socially active audience. Colourful coasters displaying text from the ads were also distributed. The No More Meat Market campaign sends the message that The Sprout is a vegetarian restaurant unlike any other, suggesting their food must be similarly unlike – and better than – any other vegetarian food the audience might have tried before.