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Lucky Supermarkets Launches Plant-Based Foods Campaign

Retailer partnered with Plant Based Foods Association for marketing initiative in 70 Northern California stores. The retailer has partnered with the Plant Based Foods Association for its new marketing initiative across 70 Northern California stores.

Natalie Taylor, Senior Editor

October 19, 2018

2 Min Read
Fall in love with plant based
The retailer has partnered with the Plant Based Foods Association for its new marketing initiative across 70 Northern California stores.Illustration courtesy of Lucky Supermarkets

As the popularity of plant-based foods continues to rise, Lucky Supermarkets has partnered with the Plant Based Foods Association (PBFA) to launch a new marketing campaign across 70 of its Northern California stores to educate shoppers about the category.

With a mission to help shoppers “fall in love with plant-based,” the campaign is designed to help consumers discover new plant-based food options by offering educational resources and pricing promotions for 16 PBFA member brands that Lucky carries in its stores. The brands are Almond Breeze, Beyond Meat, Califia Farms, Daiya Foods, Follow Your Heart, Forager, Good Karma Foods, Lightlife Foods, Milkadamia, Morningstar Farms, NadaMoo, Pure Blends, Quorn, Ripple Foods, Sweet Earth and Tofurky.

“We are thrilled to partner with Lucky Supermarkets to promote a wide array of delicious plant-based foods to Lucky and Lucky California shoppers,” Michele Simon, executive director of San Francisco-based PBFA, said in a statement. “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. There is truly a plant-based option for everyone.”

Plant-based foods are rapidly growing as consumers of all diets and demographics increasingly seek to live healthier lives. A recent report conducted by PBFA and New York-based market research firm Nielsen found that the category has seen 20% growth over the past year, with sales topping $3.3 billion.

Related:Plant-Based Foods See 20% Growth: Report

As such, retailers are expanding their plant-based product assortment and marketing strategies to drive consumer awareness and education around the category.

Now through Dec. 2, Lucky and Lucky California stores will feature multiple in-store marketing display components, including advertising stands that highlight plant-based foods throughout each store department as well as educational booklets and coupons.  

The retailer is also utilizing register screen ads and break room TV content to educate its staff members and will be promoting the “Fall in Love With Plant Based” campaign on social media and the radio.

The week of Oct. 17, members of Lucky’s app-based rewards program, Luck You Rewards, will have access to special discounts for PBFA member brands’ items. Select Lucky and Lucky California stores will also offer in-store tastings Nov. 3-4.

About the Author

Natalie Taylor

Senior Editor

Natalie Taylor is senior editor of Winsight Grocery Business, responsible for reporting on the fresh category and West Coast retailer news. After four years in finance and educational publishing, Natalie’s passion for the latest culinary trends led her to the food industry, where she reported as a restaurant secret shopper and ultimately landed in the grocery world. A graduate from Quinnipiac University with a Bachelor of Arts degree in Journalism, Natalie has written for magazines, local newspapers and digital platforms. She loves soup dumplings and long walks down the produce aisle.

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