Fleggaard: Crossing the Line

Lars Samuelsen and Patrick Poulsen

Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.

Campaign details

Brand: FleggaardAdvertiser: FleggaardAgency: UncleGrey; Grey London

Background

Fleggaard is a Danish supermarket chain located on the German border that, over the last 80 years, has become the market leader within the border shopping category. This corner of the retail market is characterised by price sensitive Danes who cross the German border to reap the benefits of Germany's lower taxes, especially on cigarettes, alcohol, sweets and fizzy drinks. Danish border shoppers come from all corners of Denmark, so when they finally reach one of the border shops in Germany, they stock up on anything...

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