Hannaford Plans “Plantsgiving” Campaign

Scarborough, Maine-based supermarket, Hannaford is teaming up with the Plant Based Foods Association (PBFA), the first and only U.S.-based trade organization supporting plant-based food companies, for a first of its kind Thanksgiving campaign. The initiative will encourage shoppers to explore innovative and delicious plant-based food options this holiday season and provide recipe ideas on the campaign website plantsgiving.org. From October 30th through November 26th, Hannaford will promote plant-based options from 10 sponsor brands, including Crave House, Field Roast, Hodo Foods, Impossible Foods, Kite Hill, Lightlife, Miyoko’s Creamery, RightRice, Sweet Earth Foods, and Vitalite as well as their own Nature’s Promise. The Plantsgiving campaign marks the second shopper marketing campaign between PBFA and Hannaford, following the 2021 “Spring Into Plant-Based” Campaign that generated a 17% sales increase for participating brands.
Hannaford is already an industry leader in its efforts and commitment to expanding plant-based assortment throughout the store, and this is yet another significant effort to respond to consumer demand and meet their shoppers’ needs. Now over a $7.4 billion market, Hannaford is working to show consumers that there is a plant-based option for everyone – from plant-based roasts, meats, milks, and cheeses.
The Ahold Delhaize USA supermarket chain operates 185 stores and is committed to offering great fresh food, convenient experiences, and everyday low prices.