New campaign aims to accelerate the protein transition

Wissel ’ns Wat! launches on March 2. The new nationwide campaign takes over from the National Week Without Meat and will now be active year-round. The focus clearly shifts toward behavioral change in everyday practice.

At the center is the so-called “movable middle”: 53% of the Dutch population who rarely or never choose plant-based alternatives today, but are open to change—provided it remains practical and appealing. The campaign therefore focuses on small, achievable swaps within existing routines. Not with a moralizing tone, but with targeted “nudges,” such as replacing one ingredient or one dish.

Focus on routines and context

According to the initiators, choices are largely shaped by context. Routine, family dynamics, and planning determine what ends up on the table. Wissel ’ns Wat! responds to this with recognizable entry points.

For families, a fixed “swap day” is proposed. Routine eaters are offered simple adjustments within familiar recipes, such as soy yogurt instead of dairy yogurt. Critical tasters are approached through taste and trust, for example with plant-based ground meat in pasta Bolognese. For curious variety seekers, the campaign offers inspiration without framing it as an obligation.

The pay-off reads: “Tasty plant-based, your way.”

Highly movable group as promising target segment

Within the broader segment, the “highly movable middle” represents approximately 17% of the population. This group is on average younger, more urban, and looking for practical solutions that fit a flexible lifestyle. Small steps generate less resistance. Social norms and peer influence also play a role in behavioral change.

From intention to decision moment

The campaign is built on four behavioral drivers: convenience, motivation, social norms, and resistance. The step is deliberately kept small. Swapping a single ingredient can already be sufficient. Taste takes center stage, without an anti-meat tone.

Wissel ’ns Wat! is supported by Global Media & Entertainment and JC Decaux, all major supermarket chains (Albert Heijn, Jumbo, Lidl, PLUS and SPAR), producers including Alpro, Beyond Meat, Bonduelle, De Smaakspecialist, De Vegetarische Slager, Dr. Oetker, HAK, Kips and Vivera, as well as De Nederlandse Vegetariërsbond, Transitiecoalitie Voedsel, Amsterdam UMC and caterer Appèl.

The campaign will be visible where choices are made: in inspiration channels, in the food environment, and around the grocery shopping moment.

Wisselnswat.nl