K-Ryhmä

Your Year in Food

User Experience Design

Content Strategy

Content Design

Digital Content Design

Experiential Marketing

In spring 2022, K Group launched the renewed K-Ruoka app, designed not only to make grocery shopping easier but also more personal through the power of K-Plussa, Finland’s largest and most versatile loyalty program.

Starting point

The goal was to encourage people to download the updated app and highlight that scanning the Plussa card unlocks valuable insights into one’s own shopping behavior beyond just discounts. Every grocery basket tells a story about who we are, and the app turns this data into something meaningful, personal, and fun.

Approach

To reach both functional goals (app downloads) and brand perception goals (Plussa as enabler of personal insight), the strategy was to make customer data so interesting that people would want to explore it.

The creative solution was “Your Year in Food 2022” a personalized, gamified 2–3-minute story inside the K-Ruoka app. It summarized each user’s grocery year, revealed top-purchased items, highlighted responsible choices, and offered interactive challenges and surprises based on individual data.

Impact

The campaign delivered outstanding results. +800% increase in new app downloads (15,000 new users). 107,000 story views, with 90% completion rate. Over 4,000 hours of total viewing time. 63,000 clicks to the app or app store. 6,500 shares via the in-app share button.

The initiative received enthusiastic feedback from users and established a new annual tradition: turning grocery data into a personalized storytelling moment everyone looks forward to.

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