Greenspiration: Inspiring consumers to embrace greens


Greenspiration: Inspiring consumers to embrace greens

Spar

Greenspiration: Inspiring consumers to embrace greens

Spar

Greenspiration: Inspiring consumers to embrace greens

Spar

Greenspiration: Inspiring consumers to embrace greens

Spar

Greenspiration: Inspiring consumers to embrace greens

Halve tallerkenen grønn – Go green on half your plate – is an inspiring, creative campaign encouraging consumers to include more fruit and vegetables in their meals.

Challenge

Are healthy choices hard to make in supermarkets? That shouldn’t be the case, at least not in SPAR. In collaboration with Bama, SPAR wanted to inspire Norwegian consumers to buy more fruit and vegetables and make healthy shopping easier at SPAR. They also wanted to promote their sponsorship of The Women´s National Cross-country Team. 

Services
Experience & Commerce

Industry
Retail & Consumer goods

Market
Norway

  • 4.5%

    increase in fruit and vegetable sales at SPAR

  • 25%

    increase in KPI: ‘SPAR has high quality fruit and vegetables’

  • 41%

    perceived the message of the advertising to be “healthy food”, “healthy eating”, and “eat green”

  • 8%

    desire to shop compared to last years campaign

  • 30%

    of those who noticed the advertising would say that they had shopped, tried ingredients, or viewed recipes on the website.

Approach

The main driver in the campaign is a simple slogan: Go green on half your plate – which means to fill half the plate with green groceries like fruit and vegetables – and achieve this through inspiring, delicious dishes. In addition, relevant ingredients are discounted to make it even more attractive for consumers to go for that healthy broccoli or curly kale dish.

Bama is not only sponsoring The Women´s National Cross-country Team. They also sponsor The Norwegian National Culinary Team, and this presented a golden opportunity: To put the best skiiers, the best chefs, and the most delicious food into the mix. 

We made a film with the chefs creating healthy, mouth-watering dishes for the cross-country team as an inspiration to consumers on just how easy and delicious going green on half the plate can be.

The campaign contains ten recipes shared on TV, in stores and digitally, and all recipes are accompanied by offers on certain fruit and vegetables included in the dishes. Yummy! 

 

Outcome

The campaign has been a big success, leading to a 4.5% increase in fruit and vegetable sales at SPAR. So, plates are definitely getting greener. We also carried out testing of how the campaign was received by the audience. 41% perceived the message of the advertising to be “healthy food”, “healthy eating”, and “eat green”. In addition, 53% agreed that "SPAR helps you eat a little healthier”. 

Desire to shop increased 8% from last year’s campaign. 30% of those who noticed the advertising would say that they had shopped, tried ingredients, or viewed recipes on the website.

Most importantly, a KPI in the brand tracker: ‘SPAR has high quality fruit and vegetables’, increased by 25%, from 44% to 55%. 

The campaign is still active, and we hope to see continued great results and – of course – even more veggies on plates, in the future.

plate of food with greens
plate of food with greens
plate of food with greens