Sweetgreen is ushering in the fall season with a fresh twist, unveiling a new farmer-inspired campaign featuring Love Island star Nic Vansteenberghe. The campaign, which launched nationwide on September 9, captures the warmth, coziness, and rich flavors that define autumn while spotlighting the brand’s latest limited-time offerings. For Sweetgreen, fall is not only about hearty ingredients but also about deepening its ties to community, sustainability, and wellness.
The partnership with Nic Vansteenberghe brings an added layer of charm to the campaign. Known for his vibrant personality and approachable style, Nic embodies the playful “countryman” persona Sweetgreen imagined for this rollout. His role injects farm-inspired whimsy into the campaign, blending seasonal flair with a dash of surrealism to highlight Sweetgreen’s fall menu. Fans can also take part in the celebration by purchasing a limited-edition “Grown Good” hat, with all proceeds supporting the Diabetes Research Institute Foundation (DRIF).
A Farmer-Inspired Fall Campaign
The campaign positions Nic as the symbolic farmer of Sweetgreen’s dreams—a modern-day character who bridges the gap between health-conscious dining and the rustic appeal of fall harvests. Against a backdrop of autumn colors and bountiful ingredients, Nic channels the spirit of the season while emphasizing Sweetgreen’s mission to offer food rooted in freshness, quality, and wellness.
“This partnership with Sweetgreen really brought out the countryman in me!” Nic shared. “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.”
With proceeds from the limited-edition merchandise going directly to DRIF, the campaign extends beyond food, blending culinary innovation with philanthropy. Sweetgreen underscores that nourishing communities means investing in wellness, not just on the plate but in wider society.
A Seasonal Menu Rooted in Farms and Flavor
The star of the campaign is Sweetgreen’s fall menu, which combines returning fan favorites with new, inventive items that elevate seasonal produce. Designed to reflect the crispness of autumn air, the menu celebrates local farms and sustainable partnerships, delivering comfort with every bite.
Highlights of the 2025 Fall Seasonal Menu include:
- Autumn Harvest Bowl – A returning favorite and one of Sweetgreen’s most popular limited-time dishes. This hearty bowl features maple glazed Brussels sprouts, blackened chicken, shredded kale, wild rice, roasted sweet potatoes, crisp apples, roasted almonds, creamy goat cheese, and balsamic vinaigrette. It’s a dish designed to embody both nourishment and indulgence, balancing warm flavors with fresh crunch.
- Autumn Caesar – In a menu milestone, Sweetgreen has reimagined its beloved Kale Caesar for fall. The seasonal upgrade includes candied pumpkin seeds, jammy roasted tomatoes, garlic breadcrumbs, roasted chicken, shredded kale, chopped romaine, roasted sweet potatoes, parmesan cheese, and the fan-favorite Caesar dressing. This reinvention adds a playful seasonal edge to a customer staple.
- Maple Glazed Brussels + Sweet Potatoes – A side dish that encapsulates the essence of fall. Featuring the return of maple glazed Brussels sprouts paired with roasted sweet potatoes, the dish is finished with a drizzle of hot honey mustard. It’s designed as the perfect complement to Sweetgreen’s bowls, a balance of sweet, savory, and just the right amount of heat.
What makes these offerings unique is not only their flavor but also the thoughtful sourcing of their ingredients. Sweetgreen emphasizes its partnerships with trusted farms, such as Jacobs Farm del Cabo and Dynasty Farms. The collaboration ensures that every dish reflects the company’s values of transparency, sustainability, and respect for the land. Even seemingly small touches, like garlic breadcrumbs, are crafted to elevate the vegetables they accompany, creating a holistic seasonal dining experience.
Partnerships That Matter
For Sweetgreen, the fall campaign is more than a marketing push—it is a statement of values. Nicolas Jammet, Co-Founder and Chief Concept Officer, emphasized the importance of celebrating the season through meaningful partnerships.
“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,” Jammet said. “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.”
This emphasis on farmer relationships highlights Sweetgreen’s long-standing commitment to sourcing responsibly. By collaborating with family farms across the Midwest and specialty growers like Jacobs Farm del Cabo, the company supports local agriculture while ensuring freshness and quality. Such partnerships also reinforce Sweetgreen’s reputation as a brand that doesn’t just sell food but participates in a larger ecosystem of community and sustainability.
Fashion Meets Food: The Limited-Edition “Grown Good” Hat
In addition to the menu, Sweetgreen is extending its fall celebration into merchandise with the launch of the exclusive “Grown Good” hat. Available only through the Sweetgreen Market website between September 9 and October 27, the hat merges fashion with philanthropy.
One hundred percent of proceeds will benefit the Diabetes Research Institute Foundation, an organization dedicated to curing diabetes and improving lives through innovative research. By aligning a limited-edition accessory with a health-focused cause, Sweetgreen demonstrates its ability to weave together food, culture, and social impact.
A Season of Wellness, Warmth, and Connection
The fall campaign reflects Sweetgreen’s larger philosophy: food is about more than flavor. It is about creating moments of connection, supporting community health, and celebrating the seasons in a way that honors both people and the planet. By collaborating with Nic Vansteenberghe, Sweetgreen has infused the season with personality and playfulness, while also grounding its offerings in farm-fresh authenticity.
From the crunch of candied pumpkin seeds to the sweetness of roasted tomatoes and the comforting earthiness of maple glazed Brussels sprouts, Sweetgreen’s fall menu invites guests to savor autumn one bite at a time. The campaign doesn’t just celebrate food—it celebrates the stories, people, and values behind it.
As customers nationwide line up to try the Autumn Harvest Bowl, the revamped Caesar, or simply grab a “Grown Good” hat, they become part of a larger seasonal ritual that marries indulgence with impact. Sweetgreen has once again shown that its role in the dining world extends beyond fast-casual convenience—it is about shaping food culture, fostering wellness, and reminding people that every meal can tell a story of growth, care, and connection.
