Ica’s commercial for week 49 had the title “Together we fight exclusion and child poverty” and in it Ica-Stig tells (Björn Kjellman) that Ica donates parts of the sales of certain goods to the Red Cross, May Flower and Save the Children.
But the advertisement has not gone down well with everyone. In social media, several people are expressing anger towards the film for several reasons.
Critics think the film comes at the wrong time, as Ica was the store that raised prices the most in November 2023. Others believe that through the advertising, Ica is capitalizing on child poverty, instead of helping to counteract it.
Here you can read more about food prices continuing to rise, and that Ica raises the most.
Ica’s response to the advertising criticism
Now Ica is responding to the criticism. In another email News24 writes Josefin Lundmark, marketing director at ICA Sweden:
“We know that many customers are having a very tough time right now and ICA is doing everything we can to help the customer in these difficult times by offering a good range at a good price. It has been a long time with high inflation, weak krona, high raw material prices, transport costs and electricity prices and we are working hard to counter the trend with rising prices.”
Customers rage at Ica’s ad: “Fuck it, stop it”