Redefining the Kitchenware category in Scandinavia.


To inspire the ‘home maker’ shopper in ICA (Scandinavia’s leading supermarket chain) Fiskars approached The Shopper Agency to re-develop the Kitchenwares category. A detailed Qual and Quant research programme gave us key insight around shopper missions and category requirements.  This fuelled the design of the new category, with refreshed in-store branding, a refreshed merchandising plan, interactive displays and educational communications – all with a view of making the category easier and more inspirational to shop. This has helped Fiskars attain category leadership in ICA.

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