In our busy everyday lives, we often seek major changes and new beginnings. But what if it is actually the small moments that make the biggest difference?
Rusta is a Swedish discount retailer offering a wide range of home, leisure, décor, and seasonal products. Known for low prices and a simple store concept, Rusta provides everything from everyday essentials to DIY and decorative items. The brand aimed to spark interest in shopping at Rusta by building trust and creating a deeper emotional connection with its audience. The goal was to increase consideration, encouraging people to plan a store visit while positioning Rusta as a reliable and affordable choice.
Target Audience: Women 45+, a group that actively seeks inspiration and updates from magazines and weekly publications. Despite economic pressures, half of Swedish women still indulge in products and services. In uncertain times, the home becomes a sanctuary, and the desire to disconnect from a stressful world grows. More than ever, they want to pause, enjoy the little things, and embrace life’s small everyday pleasures.
Campaign Objectives:
The campaign aimed to position Rusta as a trusted, affordable, and reliable brand while building an emotional connection with the audience. By combining inspirational storytelling with practical product content, the campaign encouraged women to see Rusta as a brand that enables small, meaningful moments in their everyday lives.
Rusta faces the challenge of balancing its discount positioning with the ambition to strengthen brand trust and emotional engagement. Products must be seen as not only affordable but also reliable and of good-enough quality. In a market with many similar offerings, it is crucial to stand out, create relevance, and inspire planned store visits.
In today’s busy lives, it is often the small everyday moments that matter most — a quiet morning coffee or baking for christmas. Thirty percent of Swedish women 45+ seek inspiration and updates from magazines and weekly publications, and despite economic pressures, half indulge in products and services. In uncertain times, the home becomes a sanctuary, and the desire to pause, enjoy the little things, and embrace small everyday joys grows stronger than ever.
Small Moments – Big Memories
The creative concept, “Small Moments – Big Memories,” positions Rusta as part of these meaningful everyday moments. By using warm, personal storytelling, real people, and inspiring product content, the campaign built an emotional connection while reinforcing trust in Rusta as a brand offering affordable, reliable products.
The campaign centered on an eight-page native print feature across five Aller Media titles with strong audience affinity, providing credibility, long engagement, and trust. Print was mirrored digitally across native articles, stand-alone newsletters, video, social media, and display, creating both depth and broad reach.
Storytelling featured personal portraits linked to Rustas product range, curated pick pages, expert tips, and an interactive Rusta crossword, driving engagement. A visually striking altar spread added extra impact and expanded the target audience, while new digital tools allowed for dynamic product carousels and interactive buying options.
The campaign ran across four themed periods, each with its own story, providing ongoing reach and multi-faceted storytelling. Leveraging Aller Media’s trusted magazines — read by 96% of Swedish women involved in household purchasing decisions — the campaign combined inspiration with measurable business results. The integrated 360° approach transformed Rusta’s communication from informative to engaging, creating both emotional connection and tangible impact, while highlighting Rusta as the brand that enables life’s small, meaningful moments.
