Wissel ’ns Wat! sets the Dutch protein transition in motion again
Wissel ’ns Wat! sets the Dutch protein transition in motion again
On March 2, Wissel ’ns Wat! (or in English: Let’s swap) will launch, a new nationwide behaviour-change campaign in the Netherlands that takes over from the ‘National Week Without Meat’ and will now remain active year-round. The campaign focuses on the so-called ‘movable middle’: the 53% of Dutch consumers who rarely choose plant-based alternatives but are open to change when it is practical, tasty, and accessible.
Based on the change in this initiative: why not serve your guests’ favourite dish as a vegetarian option?
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The ‘Wissel ’ns Wat!’ campaign | Tasty plant-based, your way
Rather than promoting drastic lifestyle changes, Wissel ’ns Wat! encourages small, achievable steps, such as replacing a single ingredient or one dish with a plant-based alternative. The approach avoids a lecturing tone and instead uses smart nudges that align with daily routines, taste preferences, and social moments. The campaign’s payoff reflects this philosophy: Tasty plant-based, your way.
The campaign responds to a variety of everyday situations, such as family meals, familiar recipes, and curiosity about new flavours. For example, introducing a fixed weekly ‘switch day’ can help build new habits, or a familiar dish can easily be adapted using plant-based minced meat or soy yoghurt. By placing taste and convenience at the centre, plant-forward eating becomes a logical and accessible option.
The key group, the ‘movable middle’ wants solutions, not debate
Within this broader group, the ‘highly movable middle’ (approximately 17%) represents an especially promising target audience. This group tends to be younger, more urban, and more open to practical solutions that fit within their existing lifestyle. Small, manageable changes align well with their need for flexibility and convenience, particularly when supported by social norms and accessible product offerings.
The campaign is based on four behavioural principles
These principles are convenience, motivation, social norms, and reducing resistance. In practice, this translates into concrete tools such as inspiration, decision support, and fixed moments like ‘Switch Wednesday’. The focus is on positive taste experiences and enjoyment, allowing behavioural change to emerge naturally through habit rather than debate.
Wissel ’ns Wat! is visible at key decision-making moments, such as during grocery shopping and meal planning. The campaign is supported by media partners, supermarkets, producers, NGOs, and knowledge institutions. Together, they aim to make plant-forward eating more visible and accessible, demonstrating that every small switch contributes to a larger transition. More details can be found on their website.
Wissel ’ns Wat! sets the Dutch protein transition in motion again
Website: Wissel 'ns Wat!
