Abba

Background
Abba is one of the leading seafood brands in the Nordic region, offering products for both everyday occasions and holidays. Abba needed to transition from a public to a public premium brand, partly by rejuvenating the target audience and partly by strengthening and modernizing the brand’s most valuable assets.

Strategy
The strategic opportunity was to increase market share annually by enhancing the image as a modern, sustainable seafood brand with a focus on craftsmanship, origin, taste, and togetherness—targeting young adults with different needs and preferences, without losing our existing consumers.