With the help of inspirational films, store staff should be able to more easily answer their customers’ questions about Sweden’s organic label KRAV – and therefore be better able to tell the story behind organic.
That’s the the idea behind the films that KRAV is now launching, together with new store material and a “crib notes” about KRAV’s added value that the store staff can have in their back pocket.
The video campaign represents the beginning of KRAV’s long-term efforts to support stores in their communication about KRAV-labelled goods to help shoppers make more sustainable choices.
The new material is being offered to all grocery stores. The background is a consumer survey conducted last year on behalf of KRAV, where almost half of all respondents wished it would be easier to find KRAV-labeled and other organic products in the store.
The films consist of a longer training film for shop staff, and two shorter versions that can be used to communicate directly with consumers in store. With the longer film, KRAV wants to give store employees inspiration and knowledge so that they can more easily explain KRAV’s added value, and what differentiates KRAV-labeled goods from conventional ones.
“We have received a really positive response from the grocery store when we have presented the store material. They have already started screening on their intranet for the staff”
“If you want to shop sustainably, the KRAV brand is all you need to look for in the store,” says Anita Falkenek, CEO of KRAV.
The videos have been shot at a KRAV farm and in a KRAV-certified store in Mälardalen.
“We have received a really positive response from the grocery store when we have presented the store material. They have already started screening on their intranet for the staff,” says Falkenek.
In late summer, KRAV will launch the next phase of the campaign, with additional stores and materials for stores to use in marketing and communication of its range of KRAV-labelled goods.