Willys operates in a highly competitive market. Since its launch in Sweden in the 1990s, the focus has been on low prices, and today it is Sweden's leading grocery chain in the low-price segment. However, as its position as a leader in good food at affordable prices has been cemented, giants ICA and Coop have secured the most prominent place among consumers in the premium segment.
Willys' brand role is to democratize good food so that no one should have to compromise on food quality because of the price. Therefore, we set out to challenge the giants on their home turf. But how could we make Willys feel more premium in a way that still "felt like Willys" and did not alienate the low-price customers?
The solution was "Äh Nu Tar Vi Helg" (Let’s call it a week). A call to all Swedes to embrace that “weekend feel” more often, as Willys offers "Weekend food at weekday prices."
This led to advertising that made a huge impact. Above all, it strengthened Willys position in "goods of good quality," where Willys went from fourth place in the category to second place, without losing its position in the low-price segment. Willys also increased awareness and preference, overtaking Coop to become Sweden's second most popular grocery chain.
The business effects have been immense, increasing Willys number of premium customers by 10% and increasing sales in several premium categories. This has supported a total sales increase of 39%, more than twice the competitors. In addition, "Äh Nu Tar Vi Helg" has become a statement that Swedes share by wearing hats and caps with the "Äh Nu Tar Vi Helg" text that they purchased at their local Willys.