Stocking the digital shelves with the right brand assets

A diverse retail ecosystem

ICA Gruppen is a leading retail powerhouse in the Nordic region. While best known for its market-leading grocery operations (ICA Sweden), the group operates a diverse ecosystem that extends far beyond food. The portfolio includes strong brands like Apotek Hjärtat (Pharmacy), ICA Banken (Banking & Insurance), and ICA Fastigheter (Real Estate). With over 24,000 employees and a vast network of independent retailers, the group faces the massive task of unifying these distinct business areas under one high-quality brand standard.

 

24 000

Employees

3,6+ Million 

Unique assets

23 Million

 Asset variants 

Desire: A brand enablement engine that ensures brand consistency

"The beauty of this is that with Pickit, we have a solution that helps everyone. It exists exactly where people need the material; directly in PowerPoint, giving them instant access to the right templates. It has led to an enormous difference. Pure simplicity."

Johan Wig (1)
Johan Wig
Corporate Brand Manager at ICA Gruppen
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Challenge: Bridging the gap between creatives and employees 

 
Historically, ICA has maintained high standards through one of Sweden’s largest in-house agencies, employing over 300 creatives who ensure all professional campaigns are on-brand. However, the real challenge wasn't the creative team. It was the thousands of other employees creating daily PowerPoints, intranet posts, and local advertisements.
 
Despite having correct assets available, they were often locked away in complex systems or scattered across different locations. ICA needed to streamline a massive, data-heavy ecosystem to establish a "Single Point of Contact" for each brand.

Solution: The brand enablement engine 

ICA Gruppen implemented Pickit to solve a distribution puzzle. Instead of forcing users to log into separate portals, Pickit integrates seamlessly via Microsoft Azure and Active Directory Groups, placing approved assets directly inside the tools employees use daily, such as PowerPoint. This setup transformed Pickit from a passive storage unit into an active distribution engine, ensuring that the right templates and images are always just a click away.

 
 
 
 

"Their superfast and friendly support has been immensely helpful, particularly in assisting our IT department with the deployment across our organization."

Johan Wig (1)
Johan Wig
Corporate Brand Manager at ICA Gruppen

1.Ica

One brand home for ICA Gruppen’s 24,000 employees.

 

2.Ica

All employees can find updated presentations and templates easy.

3.Ica

Right versions, sizes, and quality. 


NY_Ica_ppt

Employees have access to approved content right inside Office 365

Outcome: Ensuring consistency

Stronger Brand Consistency & Empowered Ambassadors. By eliminating the barriers to approved content, ICA Gruppen has significantly strengthened its brand identity across all business areas. The solution has transformed the workforce into thousands of active brand ambassadors, enabling them to create on-brand materials effortlessly. This shift has secured uncompromised brand consistency without the need for policing, allowing the creative team to focus on strategic impact rather than compliance.

Pickit, a very intuitive tool

With Pickit, ICA-Gruppens employees can quickly find the assets they need, eliminating the time-consuming process of sifting through various tools, files, or emails, ensuring a higher brand consistency