Atria Sweden AB – There’s a new korv in town!
- AD: Adam Wibom
- Copy: Ella Hahn
- CD: Ivar Hjelmström
- GM: Lia Haas
- GM: Maria Lennartson
- SK: Ralf Bjurbo
- PR: Sabina Johansson
- PL: Thea Erling
The Company
Atria has become a trusted name in the Nordic food industry. Through beloved brands like Lithells, Sibylla, and Lönneberga, Atria delivers everyday favorites that bring tradition, quality, and taste to tables across Sweden.
Background
Atria, home to iconic brands like Lithells and Sibylla, is at a crossroads. While their names are well known, consumer preference is fading.
The traditional sausage category is cooling. Growth is driven by brands with local and premium identities, and their main competitor Scan. Atria’s products are losing ground, not due to lack of recognition, but because they aren’t relevant enough for future sausage consumers.
So, how can we turn this around? – How can Atria, with existing and new brands, become the consumers first choice, and not just something recognizable on the shelf.
Solution
Through research, we identified three key challenges: a limited product range reducing
choice appeal, underdeveloped distribution, and brands that fail to resonate with younger generations. This called for new strategy advice for existing brands and for a bold, new brand with a radically different approach.
By aligning Gen Z’s values with the “white spots” in Atria’s current offering, we identified the ideal position for a new brand to win over the next generation of sausage consumers. A brand with a rebel’s heart. A brand we named Gerillakorv.
Launched with a murder and a mission to breathe new life into Atria – we shaked things up in the sausage aisle.
