Mission: Every year, ICA produces a research report on the food industry of the future. In 2022, it was about the store of the future.  

ICA wants to reach out with the report and share research and trends that help the whole industry and society, a report they can provide thanks to their industry position and size.  

In the long run, there is a value in being perceived as a player that drives development and builds positive values in the brand in the long term.  

The task of the broadcast was to reach as many people as possible to show what the stores of the future will look like in 10 years.

Solution: Creating a green screen solution was both the best - though not obviously the easiest - and most sustainable way to create realistic prototypes of the store of the future. The solution with a digital and thus sustainable broadcast is relevant because the food industry has a great responsibility to be sustainable and at the same time show a breadth where different producers and innovations are included in the collaboration going forward.  

Reaching out to as many people as possible with the messages contained in the report and using debates to show transparency and create stronger ties with politicians, society and its producers is of great value to ICA and other stakeholders in the food industry. 

Our communications strategist selected the parts that we would then visualise and create content around. The purpose of the digital broadcast was to show what the stores of the future will look like in 10 years. Based on research on Swedish food purchases, ICA developed four different types of stores. For example: unmanned stores with self-scanning, different technical solutions for scanning and payment and, above all, completely different types of stores that suit different types of people.  

Our motion graphic designer created a changing store in real engine that changed its character in relation to the content and at the same time became a realistic simulation of a real store - as we believe it will look like in the future.  

Experience: The broadcast was a high-tech production but it also contained humor, historical point of views and transparent debates focusing on trends of the future. 

It felt very well produced and interesting all the way.  

Result/Impact: Almost twice as many people watched this year's program in total.  

Greater interest from both innovators in the food industry and investors who contacted ICA after the broadcast.  

The unique green screen studio helped to strengthen ICA's position as a market leader in the industry, it also helped to show that ICA cares about the future from a sustainability perspective, an economic perspective and that they are not afraid to be transparent and discuss difficulties in the industry. The broadcast in its entirety is a sophisticated craft and each background requires both enormous creativity and pre-production but also a skilled team on site for the realization.