Raspberry boats and gingerbread houses
Radio advertising
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ClientICA Försäkring
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Year2023
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AgencyICA Reklam
A radio campaign that increased unaided brand awareness by almost 30% and strengthened the connection between ICA and ICA Insurance. The idea was built on a simple insight: people don't look for ICA Insurance—they discover that ICA has insurance. By leaning into the ICA brand and its familiar world of food, we created communication that was both memorable and effective.
Solution
We created a series of three radio spots that brought together two worlds rarely connected: food and insurance. Set in a familiar grocery store environment, the conversations were packed with playful food-inspired puns and everyday references, creating an unexpected and memorable link between ICA's heritage and its insurance products.
With humour, self-awareness, and a distinctive tone of voice, the campaign turned a low-interest product into entertaining listening.
Result
The strategy proved successful. Unaided brand awareness increased from 7% to 9%, while aided awareness grew from 36% to 41%. More importantly, the campaign reinforced the key insight: ICA Insurance is strongest when it builds on the trust and recognition of the ICA brand.
