Advertising Strategy and Planning Essay Example | Topics and Well Written Essays - 1000 words

Advertising Strategy and Planning - Essay Example About 6% of the UK population is vegetarian which approximately 3.5 million individuals are. In early 1990’s this population was about 3-4% (Case study notes). The diet for vegetarians comprises of nuts, seeds, fruits, vegetables and grains and at times eggs and products. Fundamentally a vegetarian does not take fish, meat or poultry. There is a considerable section of the UK population that inclines towards minimizing meat in their diet. According to the survey conducted by TGI, 6.3% of the people admitted to be vegetarian while 13.3% admitted to have done away with meat diet on voluntary basis (Case study notes). The largest populations of vegetarians are women aged between 20 and 44 years and those living in the southern part of UK (The Vegetarian Society 59). There is a close relationship between the high consciousness of issues to do with environment and the vegetarians like carbon footprint, sustainability and global warming. The forces for the pattern in consumption of less quantity of meat are attributed to the current lifestyles and an interest in wellbeing and health. The five day campaign launched by the government in 2003 encouraging five segments of vegetables and fruits per day is attributed with the supporting awareness of the advantages of consuming vegetables and fruits (The Vegetarian Society 59). The rise in ethnic food has resulted into more foreign spices and savoring into the diet of the country and supported increased shift away from the conventional diet of two vegetables and meat. There are about 110,000 restaurants in UK with joint sales revenue of  £25 billion (Powers and Cathy 47). Even though majority of the restaurants provide vegetarian foods, reasonably very few offer exclusively vegetarian alternatives. To use 5% of the advertisement budget on social media, 39% on digital advertisement, 27% on public relation, 18% on