Creating the no.1 online supermarket brand in Denmark in just 2 years 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:

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’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 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 inside-out in close cooperation with the company and our network partners. We created everything from design of the 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 with a powerful combination of TV, online, PR and social media. Within short, the disruptive 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, was the no. 1 online supermarket measured on all KPIs with distance to well established and strong competitors such as

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

Nerve work:

Etnographic research study

Brand positioning strategy & DNA

Brand storytelling & value proposition

Brand identity and website design

Communication concept

Campaigns for TV, print, email, social media & PR


Nerve network:


Utopia Design

Entrance Film

Maxus/GroupM Media won the FDIH awards     E-commerce Of The Year 2011 and Best Start-Up 2011.

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If you would like to know more about how your brand and business development could benefit from cooperating with Nerve, you are most welcome to contact Carsten Boye

Phone: (+45) 4044 8696

LinkedIn: Carsten Boye

We also do speeches and conduct workshops related to brand and business development in practise if you are looking for an inspiring external input at your next conference, management meeting or workshop.   


Kronprinsessegade 54, 3
DK-1306 Copenhagen K

Tel.: +45 3329 0000

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