Lucky Supermarkets teams up with PBFA

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Lucky Supermarkets teams up with PBFA

By Gina Acosta - 10/18/2018
Michele Simon, executive director of the Plant Based Foods Association

Lucky Supermarkets is launching an innovative partnership with the Plant Based Foods Association to educate shoppers about plant-based foods. 

As consumers increasingly seek healthier options for themselves and their families, PBFA is seeking out retail and CPG partners to tout meat and dairy alternatives that can help drive grocery sales. 

The campaign’s slogan, “Fall in Love with Plant Based,” is designed to help shoppers discover and enjoy a variety of plant-based foods. Lucky stores will feature education and promotion for 16 PBFA member brands sold in-stores.

“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 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. 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 with Lucky Supermarkets."

The 16 participating PBFA member 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.

Lucky and Lucky California stores will feature multiple advertising display elements throughout the store to showcase plant-based food options. Stores will have seven advertising stands located throughout the store to highlight plant-based food options at each location. In addition, there will be register screen ads and breakroom TV content to further educate staff about plant-based foods. Educational booklets with coupons will be available at all stores. Lucky Supermarkets and PBFA will also be promoting the “Fall in Love with Plant Based” campaign on social media and radio.

The week of Oct. 17, Lucky You Rewards, an app-based rewards program for Lucky customers, will feature special discounts for PBFA member brands’ foods. Select Lucky and Lucky California stores will offer in-store tastings with plant-based brands on Nov. 3 and 4.

The campaign is running now through Dec. 2.

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