Rema 1000 has launched a new campaign called “Locked Low Price” aimed at providing price predictability for 16 selected products throughout the year. The initiative comes amid ongoing concerns about inflation and rising grocery costs in Norway. According to the campaign details, prices for these items will remain unchanged and clearly marked in stores for the remainder of the year.
Karl-Fredrik Tangen, a senior lecturer at Kristiania University College’s Institute of Marketing, commented on the campaign, describing the term “Locked Low Price” as a modern way of presenting promotions. Yet, he criticized the initiative for potentially masking actual price increases and creating confusion among consumers. Tangen argued that such campaigns could lead to greater price hikes over time and frustrate shoppers who struggle to track complex discount systems.
He called for stricter regulation of marketing practices in the grocery sector to improve price transparency and ensure consumers are not misled by promotional language. Tangen noted that although the campaign may seem beneficial in an inflationary environment, it risks obscuring broader trends in food pricing.
The “Locked Low Price” offer applies to a range of everyday goods, though specific product names were not detailed in the announcement. Rema 1000 stated the goal is to give customers a sense of stability during a period of economic uncertainty driven by inflation, interest rate hikes, and general price growth.
