All of Norway grills

Background
The grocery market in Norway is characterized by strong competition. It is a market characterized by a lot of noise, and RIMI has a relatively low market share of 6.7%, compared to Kiwi and Rema which have market shares of 16.9% and 23.1% respectively. Summer is important in Norway and grilling is like a national dish during spring and summer. This is when Norwegians become extra social and gather friends and family. Competition is fierce in the grocery market during this period, and all chains invest heavily in concepts, creative solutions and media investments. In recent years, both Rema and Kiwi have used professional chefs and celebrities to demonstrate and teach Norwegians how to grill. With significantly less muscle, Rimi had to think differently in order to stand out in the noise and create attention. The concept became "Hele Norge Griller", where Rimi spoke in a popular way and engaged the real chefs - you and me.

Idea
The campaign was designed to engage the Norwegian people to grill and share their photos on social media, and the photos also appeared on a separate campaign page at www.rimi.no. To reach out, TV, boards, desktop and newspaper were used as distribution channels for the communication concept.

Se og Hør was involved as a media partner to take advantage of the engagement that was created, as well as to engage its own readers to participate in the campaign.

All channels under the Se og Hør brand were used: digital native ads on Seoghør.no, advertorials in the magazine, its own recipe booklet and social media. In addition, a large proportion of Se og Hørs bottle posts were filled with gift cards from Rimi, and the distribution of the bottle posts went from being only at Se og Hør Sommerturne locations to also being in all Rimi stores across the country.
By using all channels in the Se og Hør universe, with limited budgets, to give the relevant target group a high-frequency campaign where the target group themselves were contributors.

Goals for the campaign
Increase value per receipt and increased sales
Strengthen associations with RIMI and barbecue
Attract new customers
Increase liking and visits to the store

Results
Rimi had only 6-7% SOV in the summer months, while its main competitors Rema and Kiwi spent 2.5 times as much. By using the marketing budget in a smart way, they managed to achieve the goals they set for the campaign:

Sales increased by 2.1% compared with the same period the previous year
Average receipts increased by 3.2% in the same period the previous year
Increased liking: 43% increase
Distinguished itself from the other grocery chains: 100% increase

In addition, the desire to use Rimi as a grocery store increased by as much as 40% among Se og Hør readers.

The campaign created great engagement!
Social media: 868 photos on Instagram
2 posts from Rimi engaged 270,000 followers on Facebook