Lisette Holmberg, category manager for fruit and vegetables at ICA, Sweden's largest supermarket, recently announced the launch of a new image for the berries category:
AFTER MORE THAN A YEAR OF PREPARATION WE ARE FINALLY READY FOR THE LAUNCH!
Lisette Holmberg said "Apart from planning promotions, sourcing, marketing strategies, design and communication changes and the overall direction of the project, these are the things I am most proud of:
- Transparent labels - to maximise the visibility of the berries themselves
- Non-transparent labels on Swedish berries - to distinguish between import and
- For Swedish berries we have added the producer and the region they come from - to enunciate the feeling of local cultivation
- Perhaps the most important: adding variety on all labels, so that our customers can find their favourite."
He continued: "In the communication we focused a lot on the health benefits in berries. Who knew that strawberries contain more vitamin C than oranges? And with my children, at least, it's a little easier to convince them to eat some."
