Swedish Supermarket Coop Sverige encourages customers to eat less meat

Signal of change / Swedish Supermarket Coop Sverige encourages customers to eat less meat

By Jiehui Kia / 12 Oct 2016
It's hard to imagine a supermarket chain telling us what to eat and what not to eat, at least not directly (indirectly, our choices as consumers are greatly influenced by the product selection and where/ how they are displayed...) But Swedish supermarket chain Coop Sverige has bucked that trend by releasing a marketing video entitled "Dear Meat", asking its customers to eat less meat "for the planet’s sake and for our own". As part of the campaign, the supermarket is encouraging everyone who has a great-tasting, easy-to-cook vegetarian recipe to share it on Instagram, under #TheNewEverydayFood. The Swedish version of the video has been watched over 450k times. Credit: Simon Billing

Sources

Dear Meat video on YouTube

What might the implications of this be? What related signals of change have you seen?

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