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 and to attract the conscious and selective Södermalm target group we launched the concept The Friday Grocery Bag. Pre-packaged dinner grocery bags containing ingredients to create a wonderful Friday feast. The bags were created together with different Södermalm based talents that could inspire the customers to eat, think and live more sustainably. To communicate this, we carried out a PR outreach, created content on ICA’s channels, and through our influencers’ SoMe.