Repositioning a leading Danish retailer

Building a strong strategy and effective marketing system

The Danish grocery market had for a long time been dominated by discounters who sought to attract customers with a strong price profile, while still promising quality, fresh food. In this market, føtex faced a decline in customer traffic, lower turnover, and market shares under pressure.

Together with Kunde & Co, føtex set out several clear aims: to formulate a reinforced positioning strategy, create a stronger and more consistent concept, to focus on the most valuable customer segments, and build a coherent, integrated presence in the market space.

How it began

Getting back to past greatness

In a competitive Danish grocery landscape and with a declining market share, føtex sought to reclaim its strong, distinct market position. Partnering with Kunde & Co, føtex embarked on a journey to revitalize its brand and reinvigorate customer engagement. In collaboration, we aimed to refine føtex’s positioning, strengthen the concept, and target the most valuable customer segments. The project focused on restoring føtex’s historical reputation for quality, navigating through evolving consumer preferences and fierce competition.

Developing the solution

Creating a strong insight-driven foundation

Føtex was looking for deeper insights into customer attitudes. Collaborating with Kunde & Co, they conducted extensive assessments, starting with internal pre-interviews across Denmark. Insights led to hypotheses tested internally and externally. Creative materials were developed for concept testing, and over 3,000 consumers and 1,200 internal stakeholders participated in the online surveys.

This process aimed to understand both current state and future expectations, eventually guiding føtex towards highlighting their value-for-money position. Insights highlighted key categories like fruits, vegetables, meat, and bread as pivotal for driving perceived quality and attracting valuable customers.

The outcome

A successful repositioning driving growth

Based on a defined strategy and internal alignment among the employees, føtex and Kunde & Co collaborated on external communication. This included redesigning the logo and adjusting the tone, which was gradually rolled out across signage, store image, promotional flyers, and TV commercials. Films, print ads, and content for digital and social media marketing were produced weekly.

After the new communication strategy began to be implemented, results showed that føtex started to gain momentum again. Tests showed that consumers who had seen it perceived føtex more strongly as a brand that offered good quality at reasonable prices. Additionally, føtex experienced an increase in sales and market shares.