Lucky Supermarkets, a subsidiary of The Save Mart Cos., has joined forces with the Plant Based Foods Association (PBFA) to introduce a marketing campaign providing information to consumers about plant-based foods available in the grocer’s 70 Northern California stores.
To help shoppers “Fall in Love with Plant Based,” in the words of the campaign’s slogan, Lucky locations will feature education and promotion for 16 PBFA member brands: 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,” said Michele Simon, executive director of San Francisco-based PBFA. “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.”
Added Simon: “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.”
In support of the promotion, which runs through Dec. 2, Lucky and Lucky California locations are deploying various advertising display elements throughout the store to spotlight plant-based food options. Stores each have seven advertising stands in multiple areas to highlight plant-based food options. Additionally, register screen ads and breakroom TV content are further instructing staff about plant-based foods; educational booklets containing coupons are available at all stores; and Lucky Supermarkets and PBFA are promoting the campaign on social media and radio.
This week, Lucky You Rewards, an app-based rewards program for Lucky customers, will offer special discounts for PBFA member brands’ foods. Select Lucky and Lucky California stores will host in-store tastings of plant-based brands on Nov. 3-4.
According to a recent white paper from L.E.K. Consulting, sales of plant-based products currently account for 1 percent to 2 percent of total sales in most categories, including meat, cheese and yogurt, although plant-based milk comprises about 9 percent of total milk sales. However, the Boston-based firm estimates that the market for plant-based substitutes and alternatives was about $5 billion in 2017, an increase of around 8 percent over the previous year, citing sources such as SPINS and Nielsen. L.E.K. attributes this growth to consumer concerns regarding health and wellness, food safety, environmental sustainability and animal welfare.