The trend of eating more vegetarian food is strong. But even the loyal consumers need help on the path of choosing vegetarian options before meat. Hemköp realized the potential. If you would become better at inspiring people to replace a protein more often, you could grow the market. A separate survey showed that almost one third of Swedes would choose more vegetarian options if there were such alternatives next to animal based products in store. Said, we placed the vegetarian options in the best place in store, side by side with counterparts such as meat, pork, sausage or liver pie. The consumer just needed to move their hand to replace a meat protein with an equally tasty vegetarian alternative.
Kicker realized that we needed a concept that could break through the customer's lack of time and routine shopping. One of the challenges was that the general attitude towards vegetarian alternatives is that they do not taste as good and that vegetarian food is harder to cook. Based on these insights the ”Variera med vego” (Vary with vego) concept was created - an easy-to-use name with a clear symbol that reminds you that you do not have to exclude meat completely to eat more sustainable. The next step was to guide the consumers correctly.
The vegetarian products were marked with shelf units with the concept line ”Variera med vego”. Inside and outside the store we displayed posters with the new symbol, as well as explaining the explanations. We also produced product signs with inspiring pictures of vegetarian varieties of dishes everyone recognizes and likes. This to soften the perception that vegetarian food is not good or difficult to cook. In an uncomplicated way, we called on the consumer to change his burger to a vego burger, or his minced meat to a vego mince. Kicker's concept ”Variera med vego” has made it easier for Hemköp's customers to take the step towards a greener everyday life. At every shopping opportunity.
The result became a green revolution. The double-layered vegetarian goods had a sales increase of 40 %. In total, Hemköp's vegetarian food sales increased by 23 %.