A3.1
RESEARCH PAPERS
YOUTUBE VIDEOS
Clarys, P., Deliens, T., Huybrechts, I., Deriemaeker, P., Vanaelst, B., De Keyzer, W., Cox, B., Buysse, J., Pynaert, I. and De Henauw, S. (2019) 'Motivations to Adopt Plant-Based Diets: Data from the Adhering to Dietary Approaches for Personal Taste (ADAPT) Study (P16-024-19)', Current Developments in Nutrition, 3(Supplement_1), p. 16. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC6574813/pdf/nzz050.p16-024-19.pdf (Accessed: 9 April 2026). One of my findings were that 79% of plant-based eaters and 83% of omnivores cited disease prevention and overall wellness as top reasons. Compares vegans, vegetarians, and flexitarians.
Neff, R.A., Edwards, D., Palmer, A., Whiteside, R., Stein, R. and Webber, C. (2025) 'Study reveals why consumers adopt plant-based diets', Protein Production Technology, 15 January. Available at: https://www.proteinproductiontechnology.com/post/study-reveals-why-consumers-adopt-plant-based-diets (Accessed: 9 April 2026).
Findings: Examines consumer motivations for plant-based diets, highlighting health benefits.
Kremers, S., Sleddens, E., Kroeze, W., Poelman, A., Bolhuis, D., Onwezen, M. and Veltkamp, R. (2021) 'Adolescent's willingness to adopt a more plant-based diet: a theory-based interview study', Frontiers in Nutrition,, p. 688131. doi:10.3389/fnut.2021.688131. Available at: https://www.frontiersin.org/journals/nutrition/articles/10.3389/fnut.2021.688131/full (Accessed: 9 April 2026)
Findings: Taste is key driver for young people, plant foods must look/taste good to compete with meat.
Neuhofer, Z. and Lusk, J.L. (2022) 'Most plant-based meat alternative buyers also buy meat: an analysis of household demographics, habit formation, and buying behavior among meat alternative buyers', Scientific Reports, 12, 12661. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC9336146/ (Accessed: 9 April 2026).
In-text citation: (Neuhofer and Lusk, 2022).
The study reports that PBMA buyers are more likely to be younger, higher income, female, college educated, and non-white, and that most also still buy meat.
Stanley, K.C., Vaudin, A., Baxter, B.A., Rose, D. and Brown, R.C. (2023) 'US adults' perceptions, beliefs, and behaviors towards plant-rich dietary patterns and practices: International Food Information Council Food and Health Survey insights, 2012–2022', Nutrients, 15(24), p. 5105. doi:10.3390/nu15245105. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC10708400/ (Accessed: 9 April 2026).
Yahia, M., McArthur, J., McMahon, R., Hannaford, V., Dreoni, I., Fyfe, C., Clark, L., Johnstone, A.M. and Lonnie, M. (2022) 'Self-reported purchasing behaviour, sociodemographic predictors of plant-based protein purchasing and knowledge about protein in Scotland and England', Nutrients, 14(21), p. 4662. doi:10.3390/nu14214662. Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC9657987/ (Accessed: 9 April 2026).
An international trade organisation is committed to promoting the benefits of replacing
the consumption of meat with more plant-based protein options. The organisation
believes that ensuring a brighter future for the planet and all its inhabitants will require a
transformative shift to a plant-based food system.
Plant-based or plant-forward eating patterns focus on foods primarily from plants. This
includes not only fruits and vegetables, but also nuts, seeds, oils, whole grains, legumes,
and beans. It doesn’t mean that you are vegetarian or vegan and never eat meat or dairy.
Rather, you are proportionately choosing more of your foods from plant sources.
The organisation has recently launched a new campaign to raise awareness globally
of the benefits of plant-based cuisine. The campaign is called ‘Veggie Quest’ and
challenges people to change the way they think about meat and consider the benefits
of plant-based alternatives. This could include health benefits, environmental benefits or
economic benefits. The campaign will include a wide range of international, regional and
local events designed to raise awareness and draw worldwide attention to the subject.
The organisation has asked you to help by creating art, design or media work it could
use, sell or distribute as part of the campaign.
“Future chefs will have to cook more vegetarian dishes”
“It is very important for people to understand the importance of plant-based food in the gastronomic trainings”
“Among plant-based products there is an interesting variety of tasty food that allows you to be creative”
“Plant-Based Diets are associated with a lower risk of incident cardiovascular disease, cardiovsacular disease mortality, and all-cause mortaility in a General Population of Middle-Aged Adults” August 7th 2019
Source: Journal of the American Heart Association
Primary research on plant-based cuisine
I created a survey for my primary research and this is the intel i gathered.
In my first question, I asked people what their age group were and this is what i got:
84.2% answered under 18
10.5% answered 18-24
5.3% answered 34-44
In my second question, I asked people what was their gender and this is what i got:
63.2% answered Female
36.8% answered Male
In my third question i asked people if they were familiar with the concept of a plant-based cuisine as a whole and this is what i got:
64.4% answered Somewhat familiar
31.6% answered Very familiar
0% answered Not familiar
In my fourth question i asked people what comes to mind when they think of plant-based food and this is what i got:
89.5% answered Healthy
10.5% answered Expensive
0% Answered Tasty
In my fifth question I asked if people believe that a plant-based diet is healthier and this is what i got:
47.4% answered Maybe
24.1% answered No
31.6% Answered Yes
In my sixth question I asked if people often eat plant-based meals and this is what i got:
73.7% answered A few times a week
26.3% answered Rarely
And the rest were 0%
In my seventh question i asked people where they usually get plant-based food and this is what i got:
57.9% answered Home cooking
26.3% answered Supermarkets
10.5% Answered Restaurants
1% answered cafes
i asked people if they've ever tried plant-based alternatives to meat or dairy and this is what i got:
42.1% answered Yes, many times
31.6% answered No, but i want to
26.3% Answered No, and i do not plan to
i asked people what benefits associate with plant-based eating and this is what i got:
55.6% answered Better health
16.7% answered Better digestion
16.7% answered Environmental sustabinility
11.1% Answered Better health
My secondary research was compiled of research papers and videos since this is the most beneficial for me when it comes to a new brief. Here is everything i compiled:
“Plant-Based Diets are associated with a lower risk of incident cardiovascular disease, cardiovsacular disease mortality, and all-cause mortaility in a General Population of Middle-Aged Adults” August 7th 2019
Source: Journal of the American Heart Association
Secondary research on plant-based cuisine and what draws people to plant-based cusisine.
VEGGIE QUEST
10 examples of different instructional mediums
This is a talking head sourdough instructional that takes a lighthearted uncomplicated approach to teaching sourdough bread. There is a lot of extensive use of overheads for mixing and closeups for dough. The editing has a lot of quick cuts, time-lapses and slow-mo to emphasize the concept of the video. For the purpose of highlighting the texture and subjects in the movie, it also uses a. lot of strong lighting There's a lot of voiceover, natural dialogue + upbeat music to uplift the essence of the tutorial. Moreover, they don't use a lot of graphics/sfx but use a lot of text overlays and minimal effects.
In this instructional medium, a POV barista workflow shows relaxing coffee prep and uses a documentary-style flow with no dialogue. It captures barista tasks in a busy shop with seamless workflow. No talking heads just immersive POV to show the audience how it is. There is a lot of nostalgic and calming factors in this that evoke speciality cafe culture with smooth routines. It is a very realistic approach to an instructional medium. The camera which uses a 360 camera, utilities steady POV with a lot of close-up shots on the machines. There is a lot of iconography that symbolizes premium craft (machines, clothes, camera). There is minimal work when it comes to the editing and gives it a more continuous real-time flow with subtle cuts. There is a natural cafe light that is being used to this which emphasizes the realism and calming factors in this. The sound is generally just ambient noises (milk frothing, machine hisses, no music/voiceover)
Interactive worksheets
Infographics
illustrated posters showing plating techniques
Nutrition inforgraphic uses piechart to divide a balanced plate into food group percentages. Documentary format. Color-coded foods.
Plate-up collage showcases sauce plating techniques of 3x3 photos.
Shows fine dining techniques through a clean, minimalist graphic design poster.
Podcast
Eye-level mediums on hands and food. Uses a lot of iconography with waitrose ingredients and the golden scotch egg. Uses a lot of smooth cuts with the editing. A lot of warm soft kitchen light that highlights the textures and appetizing colors.
Recipe books
Visual-heavy and organization of recipes. Lots of typography and narrative elements.
Tiktok recipes
In this tiktok video, a stand alone recipe video is being shown about crispy beef tacos. It's a food/cooking tutorial that has a lot of close-ups and overhead shots to show ingredients, mixing and the final product. There is a lot of iconography such as tortillas, beef, cheese, and crispy textures that are central to the video. This is a fast cut video to keep it more engaging especially for TikTok's algorithm. There is a bright and clean lighting to make the food look fresh and appetizing.
Physical and digital media to implement recipes.
This video uses physical and digital media blended in to cook with virtual reality. It show a lot of close up and standalone shots to show the audience how he's gonna pull off recording with the quest 3. He even demonstrates using AI in the video as well to help him with the recipe. This gives us a documentary-like feel because it shows that everything is possible with VR and also gives us a new way of using instructional mediums to its max. There is a lot of iconography like the headset, floating screens, recipe display and the kitchen tools as the main visuals. There is spoken explaination which is the dominant sound in this. There is computer graphics and SFX and that is the AR overlays.
Documentary
This documentary raises concern over why humans get addicted to food easily. It includes interviews which is a strong talking-head convention. It deals with real-world issues like food design, marketing and health. It gives us a dramatic and shocking exposee how food companies engineer products. It stands out as a investigative documentary / social issue documentary. Uses medium shots. Editing has a structured, explanotary with cutaways to evidence and illustrative footage.
Emotional marketing.
I wanted a 90s/2000s feel into this cooking show. I feel like i just wanted to pay homage towards that because when i hear cooking show thats immediately what i think of when it comes to the cheesy intro music, how it portrays the kitchen and the recipes. Everything about that enchanted me
My emotional marketing technique is nostalgia / projecting an ideal image
I wanted to connect to an audience, and through my research + personal concept. nostalgia was the most obvious option for me as it really is too close to home (early 2010s mainly) especially when it comes to cooking shows. Telling a story through this would allow me to exceed my creativity further while also spontaneously projecting an ideal image
Moodboard
