“Fall in Love with Plant Based” Campaign Debuts at 70 California Supermarkets

This week, Lucky Supermarkets launched the “Fall in Love with Plant Based” campaign at 70 locations in Northern California. The supermarket partnered with trade group Plant Based Food Association (PBFA) to promote plant-based eating to its shoppers through a variety of ways. Each market now features seven in-store advertising stands that point to plant-based products made by 16 of PBFA’s 119 member brands, including Beyond Meat, Califia Farms, Daiya Foods, Follow Your Heart, and Tofurky, and position them as healthier alternatives to traditional meat and dairy. The campaign is supported by coupons and is promoted on social media and radio by both Lucky and PBFA. Cashiers and employees will be educated about plant-based foods through television content in the break rooms and cash register screen information. “We were pleasantly surprised to see so many PBFA member brands already offered at Lucky stores, and now we want everyone to discover them—from plant-based milks, to yogurt, to cheeses, to many varieties of meat,” PBFA executive director Michele Simon said. “Lucky has been an incredible partner in this first-of-its-kind shopper marketing campaign, and we look forward to building on this exciting partnership with Lucky Supermarkets.”