The brief
AWB got the assignment to launch a new ICA Kvantum on Södermalm and to position it as the most sustainable grocery store in Stockholm.

The work
To fortify their position as the most sustainable grocery store and attract the important family target group ICA teamed up with Johanna Westman and Mosebacke Matstudio and created a Food Waste after school club for kids during the autumn school break. This initiative aimed to inspire a new generation of Södermalm residents to more sustainable cooking. At the Food Waste School the kids learned the whole process of cooking. From planning and buying the right amount of food to how to use the whole vegetable to reduce waste and what you can do with the leftovers. The Food Waste School was launched in conjunction with the opening of ICA Kvantum Södermalm. To create visibility for this initiative we planned a PR outreach and created and communicated content in ICA’s and Mosebacke Matstudio’s SoMe channels.