CHOICE Campaigns in the DACH Region Launched with Inauguration Webinar
On 30 July 2025, CHOICE officially launched its pilot campaigns in the DACH region with an open webinar hosted by inoqo (pilot leader) and implemented in collaboration with dm-drogerie markt (DM), one of Europe’s leading retailers.
The webinar marked the start of a year-long programme of five digital and engagement campaigns that will test how consumers respond to transparent climate information and practical nudges in their daily shopping journey.
Campaigns to Drive Behaviour Change
Over the next 12 months, the CHOICE pilot will engage more than 1,000 LOHAS and mainstream shoppers in DM’s online shop. Through A/B testing, behavioural models, and data storytelling, the campaigns will explore how transparent product information and practical nudges can shift consumer behaviour toward healthier, more sustainable grocery shopping choices.
Specifically, the campaigns will focus on encouraging:
- Choosing plant-based and lower-impact alternatives to meat and dairy products
- Prioritising products with lower CO₂ footprints
- Making more informed decisions based on transparent impact data integrated into the shopping journey
One of the key enablers will be inoqo’s product impact labels, embedded into DM’s digital platforms to make the environmental footprint of food products visible and actionable for consumers.
Data that Drives Change
The CHOICE campaigns are designed to demonstrate how data-driven transparency can translate into real climate action at the point of purchase. By combining product-level carbon footprint data with engagement strategies such as nudging, storytelling, and recipe integration, the pilot will test how sustainability information can effectively guide consumers toward lower-impact, healthier food choices.
Beyond influencing individual behaviour, the campaigns will also generate robust evidence on how digital enablers—such as inoqo’s product impact labels—can support retailers’ Scope 3 strategies, inform assortment decisions, and shape future EU policy on sustainable food systems.
Recording Available
The inauguration webinar introduced DM’s climate strategy, inoqo’s impact methodology, and how CHOICE will bring these together in consumer-facing campaigns across the region.
If you missed the live session, you can watch the full recording here: [You tube link].
