Rimi Pluss

Norwegian grocery chain Rimi needed to grow share in order to compete with three larger, more popular and cheaper competitors.

Rimi Pluss

McCann Oslo

Entry Information

Category: Retail/Direct SalesCountry where program ran: NorwayDates program started/ended: September 2011 – April 2012

Product Description:

Rimi is one of many low cost grocery chains in Norway.

Advertiser/Client Name: RimiMedia Channels: TV/Video/Radio

Website:http://awards.mfcampaign.net/echo/2012/rimipluss/index.html

Strategy

Marketplace challenge:

Rimi is the smallest and least popular low cost grocery chain in Norway. Our challenge was to grow its market share in competition with three larger, more affluent, more popular and far cheaper chains.

Target audience:

Consumer

The primary target audience is families with children, as they shop more...

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