National diets are changing. As Denmark’s largest retailer Netto always follows suit. Therefore, we help Netto launch its new line of food from plants, SPIR in Denmark. SPIR is affordable vegetarian food products for everyday usage. In order to make SPIR an instant success, we designed a viral-friendly launch around an event. We teamed up with nutrition and exercise influencer Michelle Kristensen and NIMB in Tivoli to create a SPIR menu that was instant sharable on SoMe, we ensured sampling to media and influencers alike and we promoted the new line via own channels and PR pushes towards media. The results were instant. Hours after the launch, the first consumers were asking for SPIR in local Netto stores and since then the SPIR line has only grown in Netto. The future looks green.