A supermarket chain has launched a pro-plant-based food campaign in 70 of its stores across Northern California.
Lucky Supermarkets - a subsidiary of The Save Mart - has partnered the Plant Based Foods Association (PBFA) for its 'Fall in Love with Plant Based' initiative which will run until December 2.
Described as the 'first-of-its kind', the initiative is aimed at educating shoppers about plant-based foods and helping them find options instore.
Lucky stores will feature advertising stands located throughout the store to highlight plant-based food options from the 16 participating PBFA member brands including Beyond Meat, Good Karma Foods, and Tofurky among others.
In addition, there will be register screen ads and breakroom TV content to educate staff about plant-based foods. Educational booklets with coupons will be available at all stores.
The campaign will also be promoted on social media radio.
"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 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. 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."