Anamma is Sweden's leading plant-based brand. But as the category slowed down, growth meant winning over the people least likely to buy it: meat lovers. Not an easy audience. Changing minds is hard. Changing what ends up in someone's shopping basket is a little easier. Especially as rising meat prices made every grocery bill worth a second look.

So instead of asking people to stop buying meat, we asked them to prove they'd bought it. Upload a receipt for meat, and we'd reward it with a generous discount on Anamma products. The proof you weren't our customer became the easiest way to become one.