DO
THINGS
K-Citymarket
Heavy Meikki
Business Challenge
K-Citymarket was losing momentum in a worsening economic climate. After a prolonged period of declining sales, K-Citymarket needed a way to strengthen its brand while improving value perceptions and returning the business to growth.
Big Idea
Turn Finland’s beloved nickname for K-Citymarket – Cittari – into the brand itself. By building a new platform around the promise “Cittari hoitaa” (“Cittari takes care of it”), the brand shifted the conversation away from price and toward the things customers genuinely valued: selection, service and everyday problem-solving.
Big Impact
The new platform reversed a long period of decline and delivered +4% sales growth, exceeding sales targets by 160%. Brand attribution increased by 400% (14 → 70), distinctiveness grew by 36%, and value-for-money perceptions improved by 11%. The campaign transformed both brand performance and business results, proving that emotional relevance can be a powerful growth driver even in highly price-sensitive retail categories.
Toi Cittari hoitaa on siis tän meidän Big Idea, Big Impact -kelan pohjalta vahvempi kuin Heavy Makeup. Mutta jos se laitetaan, niin tässä sen tekstit: K-Citymarket – Heavy makeup. Business Challenge
Beauty marketing is still dominated by outdated stereotypes that objectify women and portray beauty as something performed for others. As K-Citymarket prepared to launch its new beauty catalogue, the challenge was to stand out in a crowded category while creating a more empowering and culturally relevant conversation around beauty.
