Lucky Supermarkets Launches Plant-Based Foods Campaign

Retailer partnered with Plant Based Foods Association for marketing initiative in 70 Northern California stores
Fall in love with plant based
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.

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.


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