The Climate Store

Prime Weber Shandwick

Agency: Felix

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.