Felix
Project: The Climate Store
The Climate Store
Swedish food brand Felix wanted to communicate its sustainability credentials by demonstrating how easy it is to make climate-friendly choices when products are clearly labelled with their respective carbon footprints.
01The Context
In the middle of Stockholm’s retail district, we built a pop-up Felix supermarket – The Climate Store (Klimatbutiken) – the world’s first grocery shop where the listed ‘price’ of every item was its carbon dioxide equivalent (CO2e).
02The Move
Customers could only pay with a CO2e currency we printed for the occasion, with every shopper given a ‘budget’ of 18.9 kg CO2e to spend – the maximum personal weekly consumption outlined in the 2030 Paris Agreement.
03The Action
Presenting a different kind of future for food retail
Customers loved the clear and practical messaging and a final stock count saw items like Felix’s traditional meatballs left on the shelves whilst the new plant-based alternatives had sold out.
04The Impact
The concept ignited a conversation on social, extending the discussion well beyond Sweden. Coverage was picked up in international, national and environmental titles in 30+ countries, among them CNN and German news show, Tagesschau.
In December 2020, leading consumer trends firm Trendwatching named Climate Store to its ‘21 for ‘21’ listing. The initiative was named Campaign of the Year and Best Campaign in Europe at the 2021 PRWeek Global Awards, winner of the Food & Beverage category at the 2021 EMEA SABREs and three categories at the 2021 Purpose Awards EMEA including, Brand-led: Best Environmental Cause Campaign.
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