We all need to eat more legumes. For our own health and for the sake of the environment. The Danish Consumer Council and national grocery stores asked us to motivate Danes to join the legumes movement. The insights were clear: We know we have to do it. We want to. We just lack a bit of inspiration.
But instead of adding to the sea of online recipes, we took a more focused route: make it easy. Our idea? Give people just ONE new recipe – one that’s so good it becomes part of their regular rotation. The result? The Bean Burrito – your new everyday classic, ready to be discovered in-store (and on screen).
RESULTS
Awareness of legumes as a climate-friendly choice rose from 23% to 41%.
More than 60% of the target group said they were more motivated to eat legumes after the campaign.
The campaign received more than 2.5 million organic views.
Sales of legumes rose by +14% during the period.
Even though the campaign primarily focused on information, it still managed to lift sales of legumes by +14%.
