At PBFA, a large part of our mission is to increase availability and visibility for plant-based foods. That’s why we’re thrilled to announce we are partnering with Hannaford, a retail chain of more than 180 stores and 26,000 associates with roots in the Northeast United States, for our “Spring into Plant Based” campaign. This exciting marketing campaign is designed to help shoppers discover and enjoy a variety of plant-based foods.
The campaign encourages shoppers to add plant-based items to their carts. From April 18th through May 1st, Hannaford stores will share various promotional and educational materials on the 12 brands featured in the campaign. This partnership exemplifies Hannaford’s thought leadership efforts and commitment to expanding plant-based assortment and signage throughout the store and is yet another significant effort by Hannaford to proactively respond to consumer demand and to meet their shoppers’ needs. From plant-based milks, yogurts, and cheeses, to many varieties of meat, Hannaford is working to show consumers that there is a plant-based option for everyone.
The campaign will employ numerous marketing tactics over the 2-week campaign period including digital and print advertisements, displays in select stores, My Hannaford Rewards targeted digital coupons, and a dedicated website with educational content and recipes.
Twelve brands, predominately PBFA members, are participating in the campaign: Quorn, Sweet Earth Foods, Treeline Cheese, Amy’s, Beyond Meat, Field Roast, Follow Your Heart, Forager Project, Impossible Foods, Kite Hill, Lightlife, and Ozo.
“Our Spring into Plant Based campaign furthers PBFA’s goal of satisfying shoppers’ needs by making it easier for them to find plant-based foods, while expanding shelf space for the brands,” said Julie Emmett, PBFA’s Senior Director of Retail Partnerships. “By educating shoppers as well as store personnel about plant-based food offerings, consumers may be more willing to pick up a new plant-based food they’ve never tried before- education through campaigns like this is key to plant-based foods’ success.”
If you live in the Northeast, you can participate in our Spring into Plant Based campaign at your local Hannaford either in-store or online. Regardless of your location, if you would like to show how you are ‘springing into plant based’ this season, please share and tag us on social for a chance to be featured on PBFA’s Facebook, Twitter, or Instagram.
Check out the campaign’s website here: https://www.springintoplantbased.com/
Learn more about PBFA’s relationship with Hannaford here: https://www.plantbasedfoods.org/a-model-for-success-pbfa-and-hannafords-plant-based-retail-partnership/