GREEN INITIATIVE

Becel's plant-based pop-up restaurant took place in a greenhouse in downtown Toronto from February 28 to March 2. The side of the greenhouse promoted the pop-up with branding created with greenery.

The space was designed to mimic the feel of a greenhouse, complete with hanging garden lights, sod flooring, and plants as table decor.

Influencers and media were invited to a session of the event, which featured a wooden centerpiece with the hashtag #GetPLNTed.

The event producers wanted to ensure all materials in the greenhouse were green. A branded wall was created with a soy-based epoxy and built without nails.

Becel partnered with TV personality and interior designer Jillian Harris, registered dietitian Tori Wesszer, and chef Matt Dean Pettit to develop signature dishes for PLNT’s menu. The menu and dinnerware were created with plant-based materials.