Norrmejerier succeeded in using its Norrland origins as a competitive advantage to create national growth. Through a combination of strong storytelling, credible personalities, engaging activities and a clear link to the store, it generated both awareness and sales.
Through the platform "Från norrländska gårdar" (From Norrland farms) and the campaign concept "Nu delar vi med oss av Norrland" (Now we're sharing Norrland), a story was created that combined pride, authenticity and inclusion. The campaign focused not only on telling people about the products but also on inviting more Swedes to share in the Norrland identity.
The communication was built around the Norrland origins and the values associated with the region.
The campaign was reinforced by personalities with a strong connection to Norrland and high credibility among their audiences, including:
Through their channels, new target groups were reached while the Norrland roots were maintained.
The campaign was complemented by competitions and activities that created interaction and increased the likelihood of consumers trying the products.
The communication didn't stop at digital reach or awareness but was linked to activities that moved consumers on towards a purchase decision in store.
Norrmejerier built the entire initiative around its strongest asset – its Norrland origins. By highlighting local farms, quality and regional pride, it created clear and credible differentiation in a competitive market.
Through partnerships with personalities who have a genuine connection to Norrland, the campaign's reach was extended while the brand's authenticity was preserved. The ambassadors made the story relevant to new target groups and contributed to higher engagement.
The campaign combined brand-building communication with activities that moved consumers on towards product trial and purchase. By creating a clear link between communication and the store, interest could be turned into actual sales.
