If you take a look at the overall message about food, they're just promoting healthy eating (eat more fruits and veggies, get your fiber, and limit the processed sugary stuff). I do think the idea that everyone should eat less meat because that is what is destroying the environment or making everyone fat is downright stupid. But if the campaign is causing people to stop and think about what they are putting into their bodies, at least occasionally, it can't be ALL bad.
I don't see a problem with participating restaurants adding a vegetarian dish or two to the menu as long as they aren't refusing to serve non-vegetarian dishes on "meatless mondays". It should be up to the individual if they want to particpate. They shouldn't be forced to because wherever they are eating will not serve meat that day.