Kurio

Arla wanted to increase their awareness and consideration, and market share, especially among new customers, in the highly competitive dairy product market.

We wanted to cherish the cornerstones of Arla Lempi (Eng. Arla Leniency): naturalness and leniency. And naturally, when it comes to trying new things in homecooking, everyone makes mistakes, resulting in various blunders and surprising outcomes. By emphasizing self-leniency in cooking, we wanted to encourage homecooks to try new things, highlighting the joy of cooking, regardless of the outcome.

Did you know that 69% of people have set the firealarm off when cooking? Or that 32% of us have ruined their food by adding too much chili? We surveyed 1000 Finns about their worst (and best) kitchen fails, turning the funniest mistakes into a series of recipes – The Recipe of Leniency. We shared our manifest and recipes – such as the veget-OUCH-able soup and creamy chicken hurry - across social media, outdoor advertising, foodie print magazines and merchandise. We invited influencers to turn their worst (or best) kitchen blunders into video recipes. The campaign peaked in a once-in-a-lifetime dinner hosted by foodie-influencer Meri-Tuuli Väntsi, where fans got to try the best recipes developed during the campaign.

The campaign turned out to be a success, breaking Arla’s records among our key metrics: Brand awareness increased by a historical 25%. // The number of consumers considering Arla Lempi’s products increased by 34% // 29% increase in trial of Arla Lempi products

See the whole case: https://vimeo.com/1062334398?share=copy#t=0