– One history, many ways to tell it. The history sheet was always the starting point. If we then created a narrative for one story form, we tried to find ways to reuse the material in another form, says Anders Sjöman.
ICA’s history even became a musical, with newly written songs for historical events in ICA’s history. It was first performed at the annual ICA Day 2017 and then repeated at the coworkers parties that were held at various places in the country. The show was produced by Anne-Christine ”Skrållan” Karlkvist and Robban Stopp, directed by Hans Marklund, choreographed by PM Andersson and Emilia Sandqvist and with stages created by Mats Arrhénborg. On stage were ad icons Monica & ICAnder, six actors, ten dancers, five musical show artists, a horse and carriage, a veteran truck – and 30-man marching band.
At all major ICA office across the country, a timeline was placed ona a suitable wall. At the headquarters in Solna, the same timeline, only smaller, was glued to the tables in the corporate restaurant.
Through-out 2017, ICA’s long history was also a main feature of all external customer communiation. The historical perspective was there in ads, direct mail and in-store displays. At ica.se, one of Sweden’s largest recipe sites, a subsection of the site was dedicated to historical food, where today’s chefs made recipes from earlier decades. The annual ICA-calendar, which is handed out in stores at the beginning of the year, of course also had an historical theme, with food from different decades for every month.
The long-running ICA-ad soap also incorporated the 100-year celebrations. Alreday the year’s first film welcomed the anniversary – only that the store employees thought that it was the store owner who turned 100. (“No, ICA turns 100, not me!”)
A little later, at the end of march, store owner ICA-Stig showed how a store keeer always, through-out time, tried to be at the forefront of retailing – even if it meant missing world events. (“Have you seen the moon landing, boss?” “No, but have you seen my cashier line divider?”)
Finally, in Septemer, ICA-Stig welcomed all customers to a national cake party held on 23 September, where all ICA-stores across the country gave away cake and coffee. In total, 900 000 pieces of cake and 1 million cups of coffee were served that day. (Sweden’s total population is 10 million.)
– The cake party is a great example of how an anniversary also helps strengthen the day-to-day business. It sounds big when we say 900 000 pieces of cake and 500 000 ice cream cones. But I think it’s even bigger that we had a 20 per cent increase on sale, compared to the same Saturday a year before, says Malin Eldh, the main project leader for all ICA 100-activities.