Danish retailers have expressed anger over a marketing campaign by the Öresund Bridge that encourages Danish consumers to shop in Sweden, according to Swedish public broadcaster SVT Skåne. The campaign's message, "Much more for your money in Swedish stores," has drawn criticism from Danish grocery industry representatives.
Claus Bøgelund Nielsen, deputy director of the trade organization De Samvirkende Købmænd, told Danish TV2 Kosmopol that the campaign could harm Danish businesses. "The consequence is that if you move trade from Danish stores to Swedish stores, you also move jobs out of the country," Nielsen said. He added that he considers the campaign to be in "poor taste."
The consequence is that if you move trade from Danish stores to Swedish stores, you also move jobs out of the country
The criticism is particularly pointed given that the Öresund Bridge is reportedly owned half by the Danish state and half by the Swedish state. Nielsen argued that the campaign disadvantages the Danish state's own retailers.
Berit Vestergaard, sales and marketing director at Öresund Bridge, defended the campaign, telling TV2 that they market experiences on both sides of the sound. "So I would say that it benefits both countries," Vestergaard said.
He added that he considers the campaign to be in 'poor taste.'
So I would say that it benefits both countries