Urban Plates Calls on “VIGs” (Very Important Grandmas/PAS) to Participate in New Vegan Meatloaf Campaign



The restaurant group invites grandmas (or ‘pas) with an affinity for home cooking—and celebrated for their family meatloaf recipes—to lend expert feedback as the brand prepares to launch this iconic dish.

Urban Plates, delivering on its promise to offer food that is just as delicious as it is nutritious, is going straight to the experts in developing its new vegan meatloaf: grandmas (and grandpas). Today, the brand posted a social media call to action inviting fans to nominate family members famous for their traditional meatloaf recipes. Selected VIGs (Very Important Grandmas/Pas) and their nominators will each receive a $500 Urban Plates gift certificate for their time. Participants will be the first to taste test the new item, providing feedback directly to Chief Culinary Officer Jim Cannon, and influencing the final rollout of the dish, slated to debut Fall 2020 at Urban Plates locations nationwide. The call for VIGs is live and open for nominations now through September 14, 2020, with participants notified by September 16.

“Offering high quality, scratch-made meals using ingredients you can feel good about is at the heart of everything we do,” says Chef Cannon. “Also at the core of what we do: ensuring it’s absolutely delicious. When we decided to launch a vegan take on the classic meatloaf, we knew we wanted something that would please carnivores, plant-based eaters, and the vegan-curious alike—something that reminded us of what grandma used to make. So, what better place to start than by asking for some grandmotherly advice?”

 Interested parties can nominate their grandma (or ‘pa) by following @UrbanPlates on Instagram, Twitter, and Facebook and visiting this link to fill out a brief questionnaire detailing why their grandparent is a perfect Urban Plates VIG. Participants must live within 15 miles of an Urban Plates location, as the restaurant will deliver (safely distanced and with masks) the “beta version” of its meatloaf for VIGs to taste test. VIGs will provide virtual feedback to Chef Cannon and both nominators and VIGs will receive $500 Urban Plates gift certificates. With multiple items available for just $10 via the $10 Everyday Menu and family meals that feed four starting at $43.95, gift certificates could provide a month (or more) of healthy, wholesome lunches or dinners.

A full list of campaign terms and conditions is available here. Follow @UrbanPlates on InstagramTwitter, and Facebook for the latest campaign details and news.

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