A leading Swedish plant-based meat alternative brand is offering consumers a significant discount on their products - but only if you can prove that you are a meat eater.

Sparked by a consumer survey which showed that 50% of Swedish consumers ate the same amount of meat last year as the year before, while 25% said they increased their meat intake and only 24% said they had eaten less meat, the campaign titled “Köttavdraget” launched in June 2024.

With the campaign, whose name translates as “the meat deduction”, Orkla-owned Anamma encourages consumers to upload a receipt of a recent meat purchase on the brand’s website. This will then generate a coupon that gives the consumer 40 SEK ($3.80/€3.55) off any Anamma product, to be spent in a supermarket of their choice. 40 SEK translates into a discount of around 50% on Anamma’s most popular products, which tend to cost in the region of 80-85 SEK per pack of plant-based minced meat, burgers, meatballs or sausages. 

The purpose of the campaign is to make it easier for meat lovers to try vegetarian options and to nudge consumers in a “greener” direction. “Meat eaters can be difficult to convince. This campaign sort of turns the whole loyalty principle on its head, by rewarding the consumers who are the least likely to shop in our category,” says Cornelia Grimshorn, project manager at Anamma.

The survey that sparked the campaign also found that 46% of the consumers who increased their meat consumption last year did it because of taste, while 33% quoted nutrition as the key reason and 16% said it was due to social factors. At the same time, 33% quoted price as a key factor preventing them from trying plant-based substitutes. Anamma calls these figures “concerning” and the brand hopes that the new campaign, along with a continued focus on taste and nutrition in marketing, will help turn things around.