Picadeli
January is often seen as the toughest month of the year financially. That’s when Picadeli launched Fresh for All Wallets — a global campaign showing that salad isn’t a luxury, but an accessible choice for everyone.
Drawing on insights from The Vegocracy Report — a Kantar study of 10,000 people across Europe and the US — the campaign addressed one of the biggest barriers to eating more greens: cost. Rather than being perceived as an expensive add-on, Picadeli positioned salad as a healthier and more affordable alternative to meat-based meals.
The result was a shift in mindset — redefining what lunch can be and making greens a natural, everyday option. Rolled out across Finland, Germany, France, the UK, Belgium, and the US, the campaign sparked new conversations about eating better without spending more.