Turning grocery deliveries into World Cup moments

A special World Cup edition transforms Nemlig.com’s delivery box into an interactive football activity.

Smurfit Westrock partnered with Nemlig.com, Denmark’s leading online supermarket, to create a special World Cup edition of its delivery box. For two weeks, customers received their groceries in a limited-edition box that turned the packaging from a practical delivery solution into an interactive activity for the whole family.

Watch the video to see how the World Cup delivery box transformed packaging into an interactive customer experience.

The Challenge

Nemlig.com wanted to create something special around the World Cup and give customers an experience that continued after they unpacked their groceries. The challenge was to transform the existing delivery box, originally designed by Smurfit Westrock's team in Denmark, into more than just packaging without compromising its primary function as a durable and efficient solution for grocery delivery.

The Approach

Smurfit Westrock's design team started with the existing box and used high-quality offset printing to transform the lid into a football pitch. A goal and a football player were incorporated into the design as integrated die-cut elements. With the addition of a small ball from home, the box was ready for kick-off. Using two boxes, customers could create a full football pitch with goals at both ends.

The Result

The World Cup edition made the delivery box part of the customer experience, creating an interaction that continued long after the groceries were delivered. The packaging encouraged play, engagement and fun for both children and adults. The solution created a new opportunity to engage customers and enabled Nemlig.com to become part of the family's football experience.