Sweetgreen is leaning into romance this fall. The salad chain has tapped Love Island star Nic Vansteenberghe as the face of its latest campaign to launch its new autumn menu.
The collaboration, which launched September 9, sees Vansteenberghe step into the role of “the countryman of Sweetgreen’s dreams,” an image that bridges pop culture charisma with pastoral credibility. The visuals capture him in golden-hour fields, underscoring the seasonality and farm-fresh ethos at the heart of the menu.
Seasonal Storytelling with a Culinary Edge
This year’s fall offerings are designed with texture and comfort in mind. The lineup introduces jammy roasted tomatoes, garlic breadcrumbs, and candied pumpkin seeds alongside the highly anticipated return of maple-glazed Brussels sprouts. Each ingredient plays into the sensory cues of autumn, crisp air, layered flavours, and a touch of nostalgia.
Core dishes such as the “Autumn Harvest Bowl”, with its roasted sweet potatoes, apples, goat cheese, and balsamic vinaigrette, and the “Autumn Caesar”, updated with candied pumpkin seeds and garlicky crunch, give Sweetgreen a way to anchor itself in the season while offering variety for both loyal fans and newcomers.
From Farms to Fashion
What distinguishes this campaign from a standard menu refresh is the blending of food with fashion-adjacent storytelling. Alongside the hero dishes comes a limited-edition “Grown Good” hat, with 100% of proceeds going to the Diabetes Research Institute Foundation, a nod to Vansteenberghe’s personal advocacy.
For Vansteenberghe, the partnership represents both a playful extension of his public persona and a meaningful platform.
“This partnership with Sweetgreen really brought out the countryman in me! I’m proud to represent a brand that champions wellness, not only through their menu but also by giving me the opportunity to raise money for a health-driven cause that’s close to my heart,” he says.
Sweetgreen’s Co-founder and Chief Concept Officer Nicolas Jammet adds:
“We’re excited to partner with Nic, who brings such fun, playful energy to Sweetgreen while helping us welcome our seasonal menu and ingredients that we get from our amazing farming partners. We designed this menu to capture the feeling of fall in every bite: the crispness, the comfort, and the abundance of seasonal produce. There’s something for everyone, whether you’re a Brussels sprouts lover or trying our autumn twists for the first time.”
A Strategic Shift
From a business perspective, the campaign is a case study in how fast-casual brands are evolving beyond product-first marketing. Sweetgreen is weaving together talent collaboration, limited-time menu urgency, and cause-driven merchandising into one cohesive story. Sweetgreen’s farmer campaign embody’s a season, a lifestyle, and a set of values that resonate with their community and consumer.
The Fall Seasonal Menu is available for a limited time all season long at Sweetgreen locations and via the Sweetgreen app.
