Purpose Awards EMEA 2021: Public Sector - Best Environmental Cause Campaign

WINNER: The Climate Store by Prime Weber Shandwick for Felix.

Purpose Awards EMEA 2021: Public Sector - Best Environmental Cause Campaign

Swedish food brand Felix wanted to communicate its sustainability credentials and its commitment to fighting climate change by showing how easy it is to make climate-friendly shopping choices when grocery products are clearly labelled with their respective carbon footprints.

Its campaign aimed to help customers understand the 'real' cost of the food they eat. Felix
staged an in-store activation in one of Stockholm's busiest shopping streets, featuring a pop-
up minimart called The Climate Store, (Klimatbutiken), the world's first grocery shop in which
the 'price' of food would be based on its carbon footprint.

The goods on sale helped people assess the climate impact of different produce and they
'paid' at the till using a specially-printed carbon dioxide equivalent (CO2e) currency, with
everything in the store priced only in CO2e.

Every fridge and shelf was measured to ensure a full store at all times but minimal wastage
by the end, with local food charities taking any surplus. The walls featured guidance posters
to educate shoppers on the climate-impact trade-offs they had to consider, such as one pack
of meat equals an entire shopping bag of vegetables, with iPads helping shoppers to track
how much they were 'spending'. Everyone was given an itemised receipt of their
'purchases,' with prices in CO2e, to reflect upon later.

Despite restrictions on visitor numbers due to the Covid-19 pandemic, the campaign
achieved extensive coverage around the world, while social media featured comments from
shoppers, influencers and the media.

    

Finalist

People's Climate Vote by Browning Environmental for United Nations Development
Programme

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