ICA 2008 – the launch of a new concept!

When ICA was about to launch the new concept “fresh ready to eat food” and “fresh fish” to ICA retailers throughout Sweden, they didn’t only want to meet the store managers, which was what would happen if they sent the usual invitations to meetings at the head office in Stockholm. Instead they chose to go to the ICA retailers and take the whole “fresh ready to eat food” concept with them. 

Two Expomobil 60 trailers were coupled together to give 120 m2; the interior imitated the “fresh ready to eat food” and “fresh fish” area as it would look in shops following the launch. There was also an experimental kitchen and room for mingle and discussions.  All ICA retailers, departmental heads and other staff were given the opportunity to see the new selection and how it was to be displayed in the store, and to taste the new dishes. Both the launch and ICA’s visit were very much appreciated by local ICA retailers!