Only 3% of the UK population identify as vegetarian. But thanks to a switch in tactics, the movement is gaining pace – and a weekly slot in people's stomachs. Can meat-free Michelin-starred restaurants, celebrity chefs, and veg delivery services cure people's appetite for meat?

"Why make your insecurities our problem?" reads a tweet from supplement brand Protein World, after complaints poured in over a controversial billboard. It's followed by a passive aggressive winking emoji and tweeted directly at a potential customer – breaking every rule in the social media playbook, right?

According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

Just off Melbourne’s über-cool Brunswick Street, hipsters are queuing outside cult café Smith & Deli. But while the menu might be based on New York-style cuisine – pastrami sandwiches and home-cooked lasagne – here, things are a little different. Everything sold at Smith & Deli is 100% vegan.