The Climate Store

Prime Weber Shandwick

Swedish food brand Felix wanted to communicate its sustainability credentials and commitment to fighting climate change by demonstrating how easy it is to make climate-friendly shopping choices when grocery products are clearly labelled with their respective carbon footprints; helping customers understand the 'real' cost of the food they eat.

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). Customers could only pay with a CO2e currency we printed for the occasion, with every shopper 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 whilst the new plant-based alternatives had sold out. The concept ignited a conversation on social extending the chatter well beyond Sweden. Coverage was picked up in international, national and environmental titles in 30+ countries, among them CNN and German news show, Tagesschau. In December 2020, leading consumer trends firm Trendwatching named Climate Store to its '21 for '21' listing.