Wissel ’ns Wat! campaign makes an impact

Shortly after its launch, the Wissel ’ns Wat! campaign is already known to 11% of the Dutch population. This is evident from representative research by Norstat, commissioned by Stichting Week Zonder Vlees. The campaign is not only understood, but also directly prompts action toward plant-based alternatives.

Clear message resonates

Many Dutch consumers see the campaign as an invitation to occasionally replace meat and dairy. Without requiring a drastic change all at once. That is exactly what makes the message accessible.

The research shows that 46% view the campaign positively. Only 14% are negative, while the rest remain neutral. A majority experiences the tone as approachable and non-preachy. In particular, the voluntary nature and focus on small steps are appreciated.

From appreciation to action

The campaign goes beyond positive sentiment alone. Some 38% of the Dutch population say Wissel ’ns Wat! encourages them to choose plant-based options more often. Among those who already eat less meat, this rises to 47%.

Of those familiar with the campaign, 20% have already consciously chosen a plant-based alternative. This indicates immediate behavioral change.

Year-round focus on routine

Wissel ’ns Wat! is the successor to the Nationale Week Zonder Vlees and is active year-round. Initiatives such as ‘WisselWoensdag’ aim to encourage routine behavior.

The campaign is an initiative of Week Without Meat, part of The Dutch Vegetarian Bond. Execution is handled by Havas Lemz and Schuttelaar & Partners, with input from target group research and behavioral science. Various parties from the food chain are involved, including Albert Heijn, Jumbo, Lidl, HAK and Vivera.

Wisselnswat.nl