THE CLIMATE STORE

Short List
TitleTHE CLIMATE STORE
BrandFELIX (ORKLA FOODS SWEDEN)
Product/ServiceFELIX'S PRODUCTS
Category D04. Live Advertising & Events
Entrant PRIME WEBER SHANDWICK Stockholm, SWEDEN
Idea Creation PRIME WEBER SHANDWICK Stockholm, SWEDEN
Media Placement PRIME WEBER SHANDWICK Stockholm, SWEDEN
PR PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production PRIME WEBER SHANDWICK Stockholm, SWEDEN
Post Production PRIME WEBER SHANDWICK Stockholm, SWEDEN
Credits
Name Company Position
Ylva Lindberg Prime Weber Shandwick Key Account Manager
Edward Boëthius Prime Weber Shandwick Senior Strategist / Key Account Manager
Isak Landaboure Prime Weber Shandwick Creative Director
Felix Holfve Prime Weber Shandwick Creative & Art Director
Nadine le Gros Prime Weber Shandwick Creative & Copywriter
Beata Berg Prime Weber Shandwick Planner
Marcus Bjellder Prime Weber Shandwick Producer
Alexander Stangel Prime Weber Shandwick Producer
Johanna Åkeson Prime Weber Shandwick Designer

Cultural / Context information for the jury

Ranking seventh in the world on environmental performance, and with nearly nine out of 10 of its citizens saying they support firmer action on climate change, Sweden has comparatively high levels of environmental consciousness. However, there is evidence that message fatigue is growing. In particular, sustainability has become a heavily crowded space in Swedish brand marketing. Consumers report feeling increasingly tired of the relentless messaging from corporates celebrating their environmental virtues. We needed to ensure we were not just promoting Felix’s climate-friendly credentials, nor lecturing people. We had to do something practical and positive that would – amidst the warnings and the social pressure – actually help consumers make the changes they want to make, rather than shaming them for what they haven’t yet done. Our focus would therefore be on support, education and making sustainable living simpler, and we would aim to do it in practical and enjoyable ways.

Write a short summary of the ambient work.

By redefining one of the most central parts of the shopping experience – the price – we created a solution which enabled consumers to understand the climate impact of different produce, directly at the point of sales. This campaign was tailored to encourage Swedish shoppers to see Felix as a cost-effective way to shop sustainably. The strategy was informed by intensive ethnographic research which told us to focus on giving shoppers better information. Our solution was The Climate Store – the world’s first grocery shop in which the ‘price’ of food would be based on its carbon footprint, CO2e. The store was a fully-stocked pop-up with enough different types of produce to allow shoppers to do a full week’s food shopping: Popular Felix products such as ready-made meals, meatballs and ketchup shared shelf space with staples such as pasta, fresh vegetables, eggs and milk.