Today, Strong Roots, the B Corp plant-based brand on a mission to fix the freezer aisle, are launching their largest US campaign in subways across New York City.
For the next two weeks, commuters can scan subway ads to get buy-one-get-one-free deals on fan-favorite Strong Roots products at major retailers including Whole Foods, ShopRite, and Fairway Market. They’ll also receive exclusive info on free in-store tastings throughout the city.
Strong Roots is on track to reach $30mil in sales in the US alone this year, and this campaign is capitalizing on recent growth, as well as the latest boom in in-store shopping and sustainable eating.
Strong Roots, the B Corp company on a mission to fix the freezer aisle, is riding into New York City transit stations with a bumper U.S. campaign. Brand new digital subway ads across the NYC metro area will offer ‘buy one get one free’ deals on their fan-favorite vegan products to all New Yorkers. Their tasty Cauliflower Hash Browns, Sweet Potato Hash Browns, and Spinach Bites will be up for grabs– and it’s as easy as scanning a QR code while you wait for your morning train.
To redeem the delicious freebies, Strong Roots will have QR codes on digital ads across almost all major subway stations in New York City. Scanning the codes will give commuters access to printable coupons valid at Whole Foods, ShopRites, and Fairway Markets across the city, as well as exclusive information on how to experience in-store tastings of Strong Roots products at select locations, all free of charge. Coupons are also redeemable on direct-to-consumer sites Fresh Direct and InstaCart
“In-store shopping in New York City has come back in a big way and we wanted to celebrate that!” said Samuel Dennigan, CEO and Founder of Strong Roots. “New Yorkers are savvy and there’s nothing they love more than a good deal. We’re excited to give our existing customers a steal on their favorite products as well as encourage those who haven’t yet tried our offerings to find their new favorite snack for a killer price. We always want to be inventive in how we reach our customers, who are consistently on the go but still want to eat good food, not only for themselves but for the planet too.”
Strong Roots’ largest U.S. campaign comes as the brand is seeing tremendous growth, expected to reach a record $30 million in sales in the U.S. alone. They’ve recently expanded into a brand new category of frozen single serve entrées, releasing two innovative flavor profiles earlier this year–Thai Green Veg Curry and Mediterranean Orzo Pasta Bake– with 8 additional flavors set to launch in select retailers in early Q2. Beyond brick and mortar, Strong Roots has also launched their first ever direct-to-consumer platform exclusively in the northeast, where consumers can purchase the Veg Curry and Pasta Bake to be delivered straight to their door.
“New York and the northeast of the US is a key area for us as we continue to expand. We’re bridging the gap between health, sustainability, convenience, and taste with our products, right on the pulse of what New Yorkers want in their food choices,” said Dennigan. “This deal is not just for the vegans and vegetarians of the city. It’s a gateway for anyone who wants to eat a bit more consciously. ”
The U.S. plant-based market is growing, and ‘flexitarianism’ is on the rise with 47% of people describing themselves as adhering to this diet, in a conscious effort to reduce their meat and dairy intake. However, the plant-based shift has been driven in particular by increasingly health and climate-conscious Generation Z and Millennials who are increasingly concerned about the impact of their food choices —65% of Gen Z say they want to lead a more plant-forward diet and over 66% say sustainability has an impact on what they’re selecting in the shop.
Shoppers will be able to scan subway QR codes between May 15th and May 29th to redeem coupons at Whole Foods, ShopRites, and Fairways across New York City, as well as online at Fresh Direct and InstaCart. The coupons will be redeemable until May 29th.
About Strong Roots
Strong Roots is a plant-based frozen food company on a mission to fix the freezer aisle. The brand was founded in 2015 by Samuel Dennigan, with the vision that food can be better. A certified B Corp, Strong Roots is a leader in providing a range of delicious plant-based options, that are sustainably farmed, shipped, and sold, better for people and the planet. The company offers healthy, plant-based frozen food products, including Cauliflower Hash Browns, Mixed Root Vegetable Fries, Sweet Potato Fries, Spinach Bites, and Kale & Quinoa Burgers. Its products are sold in over 10,000 stores worldwide including major retailers in Ireland, the UK, and the U.S., as well as Australia, Singapore, Iceland, The Netherlands, Germany and the United Arab Emirates.
