NOK 65 million in 8 months

Challenge – Increase sales in the premium segment
NorgesGruppen wanted to present more own brands, and build customer loyalty and increase the value of purchases. Signals from Norwegian consumers showed great potential for own brand quality products and NorgesGruppen and Meny wanted to strengthen the position of "best at quality goods". Jacob's is based in Holtet Oslo and is also part of NorgesGruppen, a food business with an entirely special profile, which has been voted Europe’s best food store.

Solution – From Jacob's in Holtet to Jacob's Utvalgte
The Jacob's store was used as inspiration during the development of a new product range called Jacobs Utvalgte consisting ofa wide variety of food and beverages. The new brand is meant to communicate the desired position, be highly recognisable and trigger sales. The history and taste of the goods are the focus, and the black surfaces combined with tempting images of food give a premium quality experience.

Result – Change in the grocery sector
So far Jacobs Utvalgte has been launched in 24 categories. In 13 of them, the products are established within the top 10 sales list in value. 8 of 10 customers shopping in Meny have heard of the products. As of April 2010 the range had sales of NOK 65 million since its launch on 1 September 2009. Jacobs Utvalgte has proven that the Norwegian grocery market has room for a well-honed premium concept. The range signals a definitive change in brand competition in the grocery sector.

Category: Design management – branding – sales and communication

Company: Unil AS

Project group company: NorgesGruppen/Unil: Nina Brendsrud, Project Manager for Unil: Lars Gjerpe for Meny

Design: Strømme Throndsen Design

Project group design company: Strømme Throndsen Design: Tone Elise Steig, Strategic Adviser; Morten Throndsen, Creative Manager; Linda Gundersen, Designer

Award / year: Design Effect Award - 2010

Category: Recipients