As much as Meatless Monday — the movement to forgo once a week for health and environmental reasons — has gained a following with celebrities, restaurants and food bloggers, few retailers have embraced the idea on a broad scale.
However, that could be about to change as CPG brands enter the Meatless Monday promo game, according to Peggy Neu, president of the Monday Campaigns, the non-profit that started Meatless Monday in 2003.
Morningstar Farms recently took advantage of Los Angeles’ Nov. 2012 Meatless Monday resolution to advertise its veggie burgers.
“So within a week they had a full-page ad in the L.A. Times tapping into that: ‘Hey L.A., if you’re going Meatless Monday, try MorningStar Farms.’ And then they did a tie-in with Vons,” said Neu (see image at right).
WinCo Foods also gave a shout out to Morningstar Farms and Meatless Monday in a recent Facebook post promoting the retailer’s new in-store items.