Mat.se wanted to make people in their customer regions aware of their new climate comparison service that makes it possible for people to choose foods with a lower climate impact. In other words, make it easy for customers to shop for food that’s more environmentally friendly.
The creative solution involved formulating a quiz challenge between the inhabitants of Stockholm and Gothenburg, where the user had to select one of two foods with the lowest climate impact. Depending on the result, the user would receive a 70-100 SEK discount code to use at Mat.se. The consolidated result per city was displayed as a live score at the site and in some of the digital ad units.