Felix / Sweden / 2020Experiential
The Climate Store.
Felix opened a Stockholm pop-up supermarket where groceries were priced in carbon emissions instead of money.
- Brand
- Felix
- Agency
- Prime Weber Shandwick
- Market
- Sweden
- Region
- Global
- Year
- 2020
The challenge
Young parents found climate information confusing and assumed sustainable food shopping was expensive.
The idea
Every product carried a CO2e price, and shoppers paid with a printed carbon currency capped at a weekly allowance aligned with Paris Agreement targets. Colour-coded packs, trade-off posters and iPads helped visitors track their spending over the two-day run.
Results
- Coverage in more than 30 countries
- Plant-based products sold out while meat options stayed on shelves
- 17% Q4 growth in climate-labelled vegetarian products and 11% overall sales growth year on year
Case study source: Activation Ideas Source ↗
