October 23, 2024 – Gamla Ullevi
At the Allsvenskan match between GAIS and IFK Värnamo the SWITCH Food Hub Sweden conducted a nudging experiment to promote sustainable food choices. Hosted at Gamla Ullevi, the initiative showcased how small interventions can make a big difference.
The experiment featured “Matchvinnaren,” a spicy plant-based sausage by Peas of Heaven, strategically promoted to nudge fans toward a more climate-friendly option. The result? Sales soared from just 0.13% at previous matches to 3.2%!
This success highlights the potential of simple changes—like menu placement and contextual marketing—to influence more sustainable behavior at sporting events. It’s an exciting first step toward climate-smart events and healthier food habits.
Want to know more? Visit SWITCH Food Hub Sweden‘s website for all the details on this inspiring experiment!