Nemlig.com is a spinn-off of Intervare A/S, Denmark's largest Internet-based supermarket on the market for municipal services to people unable to go grocery shopping. Based on this experience and capacity, Intervare contacted Nerve with the ambition to create a new online supermarket brand on the mass market: Nemlig.com.

Our initial data analysis and ethnographic studies identified a widespread desire amongst young families for a less stressful everyday. Existing online supermarkets’ very inaccurate delivery schedules was a key barrier for them to making online grocery shopping a solution to this end. Building on nemlig.com’s innate logistics competence from Intervare, we decided to make the delivery parameter spearhead our brand development with the groundbreaking value proposition: Delivery the exact hour of your choosing!

To further differentiate from competition, we defined the Nemlig.com positioning strategy to be a new generation online supermarket serving a higher purpose: FREEDOM i.e. enabling people to spend their scarce and precious time on things that are much more meaningful than grocery shopping tours!

With this brand DNA set in stone, we developed Nemlig.com inside-out in close cooperation with the company and our network partners. We created everything from design of the www.nemlig.com webshop and the brand's identity, logo, vans, etc., all the way to the marketing and media strategy, communication concept, advertising & PR campaigns and materials etc.

In 2010, we launched Nemlig.com with a powerful combination of TV, online, PR and social media. Within short, the disruptive Nemlig.com concept was a hot conversation topic on Facebook and other social platforms, and even appeared on national TV news.

Just two years after the launch, Nemlig.com was the no. 1 online supermarket measured on all KPIs with distance to well established and strong competitors such as Irma.dk.

For the same reason, Anders Holch Povlsen bought 50% of the company at the end of 2014.