Willys operates in a highly competitive market and has focused on low prices since the 1990s, making them Sweden's leading grocery chain in the low-price segment. To challenge ICA and Coop in the premium segment, the campaign 'Äh Nu Tar Vi Helg' (Let’s call it a week) was launched, encouraging Swedes to enjoy weekend food at weekday prices.
The campaign increased Willys' brand awareness and position in quality goods, without losing its strength in low prices. Willys overtook Coop to become Sweden's second most popular grocery chain, resulting in a 39% increase in sales, with more premium customers and sales in premium categories. 'Äh Nu Tar Vi Helg' has become a popular statement among Swedes, visible both on social media and around town where you can see hats and caps adorned with the “Äh Nu Tar Vi Helg” text, of course purchased at the local Willys.