In the middle of Stockholm’s retail district, we built a pop-up Felix supermarket — The Climate Store (Klimatbutiken) — the world’s first grocery shop where the listed “price” of every item was its carbon dioxide equivalent (CO2e).
Swedish food brand Felix wanted to communicate its sustainability credentials and commitment to fighting climate change. Our objective was to find a way to encourage shoppers to see Felix as a cost-effective way to shop sustainably.
The Climate Store was the world’s first grocery store where the ”price” of each item was its carbon footprint. Customers could only pay with a CO2e currency we created for the occasion.
Climate Store shoppers were given a ”budget” of 18.9 kg CO2e to spend — the maximum personal weekly consumption outlined in the 2030 Paris Agreement. Customers loved the clear and practical messaging, and a final stock count saw items like Felix’s traditional meatballs left on the shelves while the new plant-based alternatives sold out.
Earning coverage for environmentalism
The local idea reverberated around the world, with coverage in more than 30 countries. It also ignited a conversation on social, extending the discussion well beyond Sweden. Coverage was picked up in international, national and environmental titles, among them CNN and German news show Tagesschau.
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