Summary
Felix's commitment to fighting climate change wasn't breaking through to its core customer base, so the food brand wanted a new way to actively encourage customers to purchase sustainably. Contending with COVID-19-related restrictions, we orchestrated an ambitious, public activation in the middle of Stockholm's retail district, garnering international coverage and acclaim for Felix's educational approach, which helped customers understand the ‘real' cost of the food they eat. The story was reported in 30+ countries and Trendwatching named the programme to its ‘21 for ‘21' list.
Challenge & Core Objective
With its 150+ food products - everything from...