ICA Sustainable Branding

ICA Group: Sustainable branding is all about how to make a positive difference for the business, the people and the world.

ICA is the most sustainable brand in the grocery trade according to the annual survey Sustainable brands. Together with the brand and sustainability departments of ICA Silver developed a sustainability strategy with focus areas and KPIs and created the concept for ICA’s sustainability communication, ”For a Good Tomorrow”.

The road towards a sustainable business starts with the brand strategy. Many of Silvers strategy clients are considered to be number one in sustainability in their field, such as the grocery retailer ICA, the public transport company Nobina and Allsvenskan, the top level of the Swedish football league system. We are proud to have been part of their journey towards a sustainable business.

Just as important as the strategy is the conceptualisation: sustainability should be visible in all touch points and part of all communication, not just in occasional sustainability reports or campaigns.

Silver’s tasks
• Strategy
• Concept creation
• Symbol creation
• Sustainability concept
• Brand identity

Background / Insights
ICA was the leader in sustainability in its industry but found it difficult to communicate all the great and important things they were doing. There efforts were in a lot of different areas, mostly driven on a local level by the store owners.

Silver’s tasks
• Strategy
• Concept creation
• Symbol creation
• Sustainability concept
• Brand identity

Background / Insights
ICA was the leader in sustainability in its industry but found it difficult to communicate all the great and important things they were doing. There efforts were in a lot of different areas, mostly driven on a local level by the store owners.

Silver’s tasks
• Strategy
• Concept creation
• Symbol creation
• Sustainability concept
• Brand identity

Background / Insights
ICA was the leader in sustainability in its industry but found it difficult to communicate all the great and important things they were doing. There efforts were in a lot of different areas, mostly driven on a local level by the store owners.

Silver’s tasks
• Strategy
• Concept creation
• Symbol creation
• Sustainability concept
• Brand identity

Background / Insights
ICA was the leader in sustainability in its industry but found it difficult to communicate all the great and important things they were doing. There efforts were in a lot of different areas, mostly driven on a local level by the store owners.

Silver’s tasks
Logo creation / OMNI-identities for corporate and product brand including packaging design / Web site with prescription, inspiration counseling and coaching / Communication platform / Concept tests / Taste tests

Background / Insights
67% of Swedes want to eat more healthy, but have difficulty in keeping healthy eating. Our way of eating in the western world means that welfare diseases such as diabetes increase at an extremely high level. On the Japanese island of Okinawa, the world's most long-lived and healthy population lives. One of the main reasons is what and how they eat.

Positioning / Strategy
Together with the consumers reduce the footprint by inspiring, facilitating and rewarding the consumers to contribute to a good tomorrow where tasty food no longer has a negative impact on the world. Digital services as “My climate target”, climate-labeled recipes and rewards in the loyalty program are some examples of this. At the same time, the ICA Group continuously improve their value chain towards a circular business model.

Strategic Opportunity
To utilize the power of all independent store owners and their local sustainability initiatives in combination with ground breaking ambitious over all sustainability KPIs for the ICA Group.

Positioning / Strategy
Together with the consumers reduce the footprint by inspiring, facilitating and rewarding the consumers to contribute to a good tomorrow where tasty food no longer has a negative impact on the world. Digital services as “My climate target”, climate-labeled recipes and rewards in the loyalty program are some examples of this. At the same time, the ICA Group continuously improve their value chain towards a circular business model.

Strategic Opportunity
To utilize the power of all independent store owners and their local sustainability initiatives in combination with ground breaking ambitious over all sustainability KPIs for the ICA Group.

Positioning / Strategy
Together with the consumers reduce the footprint by inspiring, facilitating and rewarding the consumers to contribute to a good tomorrow where tasty food no longer has a negative impact on the world. Digital services as “My climate target”, climate-labeled recipes and rewards in the loyalty program are some examples of this. At the same time, the ICA Group continuously improve their value chain towards a circular business model.

Strategic Opportunity
To utilize the power of all independent store owners and their local sustainability initiatives in combination with ground breaking ambitious over all sustainability KPIs for the ICA Group.

Positioning / Strategy
Together with the consumers reduce the footprint by inspiring, facilitating and rewarding the consumers to contribute to a good tomorrow where tasty food no longer has a negative impact on the world. Digital services as “My climate target”, climate-labeled recipes and rewards in the loyalty program are some examples of this. At the same time, the ICA Group continuously improve their value chain towards a circular business model.

Strategic Opportunity
To utilize the power of all independent store owners and their local sustainability initiatives in combination with ground breaking ambitious over all sustainability KPIs for the ICA Group.

Positioning / Strategy
Silver developed the name Okivi® and the brand promise "Keep Enjoying Life" to communicate the brand positioning: food that makes life both better and long. even when time is short. As part of the launch, the meals is delivered directly to the door.

Strategic Opportunity
To offer "The Okinawan-based Nordic Diet" to a wide public in collaboration with researchers and health care professionals. The traditional Okinawaska diet is developed with Nordic ingredients and well-known recipes, cooked by hand with minimal additions.

Results
ICA is ranked as number 1 in sustainability within it’s industry.

Results
Sales exceeds expectations so far (launched September 2018)

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