Barracks forced Rema 1000 to change advertising campaign

Each year, Rema 1000, Norway and Coop compete for grill customers on TV, on forums and in social media.

But this summer has not been like other summers. Heat corks, tropenettes, forest fires, crushed grass and barbecues
has characterized not only Norway but large parts of Europe. In Sweden, for example, Lidl has removed the word "grill" from its summer campaigns.

Rema 1000 ad in the countryside that they also
had to make changes to this year's campaign with the slogan "Norsk grillsommer with Rema 1000 – anyway!" The film shows a pair of tents that set up a bonfire in nature to grill the sausages.

– For Rema 1000th is
important to communicate responsibly and in accordance with applicable laws and regulations. As for the barracks, we have made regional adjustments to our marketing. We have, among other things, changed products, focused on the commodity and
chosen to say more about our profile "The simple is often the best," says Ann-Kristin Pettersen, Communications Manager for Kampanje.

Here is one of the Rema 1000 films:

– We do not encourage barbecues

The director of communications of Coop, Bjørn Takle Friis, thinks that his summer campaign "Crazy for Grill" is solid.

– Our advertisement on the grill shows a man who roasts at home on his own gas grill and there is no prohibition
– unlike our competitors who advertise for the barbecue as forbidden. We do not encourage barbecue in nature, but traditional gas grills in gardens, says Takle Friis.

Takis Friis thinks that would have affected
Negative marketing to advertise barbecue outdoors when there is a ban.

– It was not very good to encourage grilling in the woods and fields, or on fire, for example, this summer. Therefore, look
we are so good that we have a traditional barbecue advertisement with barbecue in the garden, he says.

Removes barbecue products from shops

Norwegiansgruppen, which owns the Kiwi, Menu, Joker, Bottom and Spar grocery chains, did not
chosen to change the grill advertising this year, but had to take further steps in the assortment due to the barbeque ban.

– We have continually evaluated various measures for products such as fluids and disposable grills. The chain Spar has i
Some periods have completely removed the single-use grill from the assortment, and all Telemark Kiwi stores have now removed the disposable grids from the stores. Norgesgruppen stores always take into account local conditions according to the advice of
the fire department on individual sites, says the Director of Corporate Policy and Government Contact in NorgesGruppen, Bård Gultvedt.

Although Kiwi's barbecue campaign announces barbecue by the beach, which is currently prohibited
In some places in Norway, they chose to leave the advertising as is.

– The barbeque campaign has not received negative comments so far, so that the planned campaigns before the summer have been conducted as a normal thought, he says.

Image text:

Grillsummer:

Rema 1000 made changes to this year's campaign with the slogan "Norsk grillsommer with Rema 1000 – anyway!".