Plant-Powered Buzz: How Veggie Grill’s Sunrise Burger Campaign Captivated SoCal

Introduction

When Veggie Grill by Next Level wanted to launch its limited-time Sunrise Burger for Earth Month, the mission was clear. They didn’t just want to highlight a new menu item—they wanted to showcase how delicious, plant-based, organic eating can help people, animals, and the planet while driving local excitement and store traffic.

Traditional promotions wouldn’t cut it. Veggie Grill needed a strategy that would bring its mission and meals to life through content that inspired action and drove real-world results.

The Opportunity

Veggie Grill has built its reputation as America’s leading plant-based restaurant company, serving a 100% vegan menu made with wholesome, organic ingredients. With the launch of its new Sunrise Burger, Veggie Grill aimed to highlight the connection between plant-based choices and clean water while driving immediate visits and app downloads.

The goal was to transform the Sunrise Burger from a limited-time special into a conversation starter that would position Veggie Grill as the go-to choice for delicious, planet-friendly dining.

Veggie Grill partnered with Relish to turn the campaign into a shareable, engaging moment across Los Angeles and Southern California.

The Strategy

Relish recognized that Veggie Grill’s key strengths—fresh, colorful meals, environmental mission, and family-friendly atmosphere—made it ideal for creator storytelling that sparks curiosity and builds community.

The campaign focused on four key moves:

• Partner with local voices: Relish activated SoCal creators who are passionate about health, sustainability, and discovering vibrant local eats.
• Create moments worth sharing: Influencers captured the Sunrise Burger, superfood smoothies, and other entrees with genuine reactions, vibrant visuals, and clear messaging on Veggie Grill’s environmental mission.
• Educate while inspiring: Content included calls-to-action highlighting the environmental impact of plant-based eating and how choosing organic supports clean water.
• Handle the details: Relish managed outreach, scheduling, and content rollout to align with Earth Month timing, driving momentum throughout the campaign window.

The goal was simple: showcase Veggie Grill’s fresh, functional, and feel-good menu while reinforcing the message that what you eat can positively impact the planet.

The Results

The Veggie Grill Sunrise Burger campaign delivered impactful results:

• 18 creator posts showcasing the Sunrise Burger, organic superfood smoothies, and fresh, vibrant meals
• 55,345 local views, expanding awareness across Southern California communities
• 2,845 engagements, including comments, shares, saves, and likes
• 5.14% engagement rate, exceeding typical food and beverage industry benchmarks

The campaign drove meaningful conversations around plant-based eating, with creators reporting strong follower engagement and direct questions about menu items, Earth Month initiatives, and app perks.

Veggie Grill reinforced its position as a leader in plant-based dining while driving store traffic and app awareness, converting campaign buzz into real-world action.

Why It Matters

In a market where consumers seek purpose-driven dining experiences, it takes more than just good food to create momentum. It requires storytelling that connects mission, flavor, and lifestyle.

With Relish, brands like Veggie Grill turn limited-time offers into opportunities that drive traffic and community while aligning with their mission.

By combining authentic, creator-led storytelling with a strategic rollout, Relish helps mission-driven restaurants translate their purpose into content that inspires, educates, and drives visits.

Ready to turn your next campaign into a real-world success story?