The campaign is part of the sustainability and transformation platform #RETHINKABLE, with which REWE provokes a mind shift and shows the Germans time and time again that sustainable action and conscious consumption are not that difficult or expensive.

At the beginning of 2023 REWE wanted to send a clear signal for more sustainability and environmental protection. Vegan private labels were put into focus, in addition to vegan fresh food counters, which were new to Germany.

Final sales, special offers, general price reductions or simply strikethrough prices are the trade's drawing cards, especially in price-sensitive periods. Therefore, we did not strike through prices but emission values: The Climate Offers were born. In a surprising way they made it clear that you can save up to 84% CO2e if you choose products without animal ingredients.

The campaign gained an increase in sales of REWE’s entire vegan range of around 29% in the campaign period compared to the previous year. But even more important, over 1 million kg of CO2 emissions were saved during the campaign period, just with the five advertised products alone. And this does not even include the pull effect of the campaign for the following period.