Radicchio $5.50 Fridays

Radicchio, The University of Arizona's vegetarian dining option, had lower student attendance compared to other campus dining halls. Despite offering healthy and sustainable meals, it struggled to compete with more traditional food options. Through a bold and energetic campaign highlighting freshness paired with an unbeatable lunch deal, Radicchio became a go-to lunch spot, changing perceptions of plant-based meals by making them feel exciting and delicious.