Groovy Vegan Delights on Budget
Vegan food has become increasingly popularised in the last few years. Countless meat and dairy alternatives line supermarket shelves and vegan dishes have extended to restaurant and take out menus.
Inspired by Merlin’s Moments, my 2018 vegan Instagram, I bring you Merlin’s Menu a Tik Tok channel dedicated to groovy vegan delights on budget.
Key themes - uni student, budget friendly, vegan, plant-based, foodie, yummy and sometimes healthy but mostly yummy, retro theme, retro revival
Framework: feminist, environmentalist, animal rights, waste conscious , socio-economic, student ethnographic study, virtual communities, witchtok, intention
major personas in the niche:
- Students, young adults/teens
- Foodies, food lovers, chefs, cooks
- Info, how to content
- Aesthetic – retro vintage look, cookware, dinnerware
- Graphic design elements – illustration/animation
- Universities, local restaurants
- Health conscious, dieticians, fitness, wellness
- Ethical consumption, sustainability conscious, activist communities (animal rights, human rights and climate change)
Hippies, crystals, tarot, astrology, Wicca (witchtok)
All of the above intertwined with graphic design, animation, visual arts, music
My persona:
- Relatable vegan wants yummy food not too worried about ‘health’ all the time
- Spiritual, kitchen witch
- Retro hostess, vintage feminist housewife
- University student
- Budget friendly
- Cooking at home instead of eating out
How has covid 19 impacted the niche?
Tik Tok - isolation cooking trends (baking, breadtok, focaccia, kitchen hacks, recipe vids galore)
People are cooking from home a lot more
Uni has moved online - more flexible hours
Tik Tok in the making:
