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Plant-based food gets the spotlight at Lucky Supermarkets

Campaign aims to boost consumer awareness of available options

Russell Redman

October 19, 2018

2 Min Read
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Lucky Supermarkets has kicked off a campaign to educate customers about plant-based foods at its 70 stores in Northern California.

Working with the Plant Based Foods Association (PBFA), Lucky stores will promote and provide education for 16 of the association’s member brands that are sold in the chain’s stores. The goal of the campaign, dubbed “Fall in Love with Plant Based,” is to build shopper awareness of the variety of plant-based foods available.

Lucky supermarkets, part of The Save Mart Companies, will have seven advertising stands located in- store to showcase plant-based food options at each location. Educational booklets with coupons will be available at all stores.

Lucky_Supermarket_plant-based_food_campaign_website_20copy.pngIn addition to screen ads at checkout and breakroom television content to further educate staff about plant-based foods, Lucky and PBFA also will promote Fall in Love with Plant Based on social media and radio.

This week, the retailer’s Lucky You Rewards app-based loyalty program will offer special discounts for PBFA member-brand foods. Plans call for select Lucky stores to also hold in-store tastings with plant-based foods on Nov. 3 and 4.

Michele Simon, executive director of PBFA, described the initiative as a “first-of-its-kind shopper marketing campaign.”

“We are thrilled to partner with Lucky Supermarkets to promote a wide array of delicious plant-based foods to Lucky and Lucky California shoppers,” Simon 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.”

PBFA noted that many consumers are seeking better-for-you food choices and see plant-based alternatives to meat and dairy products as a way to help maintain a healthy diet and protect the environment. “There is truly a plant-based option for everyone,” Simon commented.

The campaign is scheduled to run until Dec. 2. Participating PBFA member brands include 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 look forward to building on this exciting partnership with Lucky Supermarkets,” Simon added.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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