FOOD HAPPINESS

ClientARLA
Category A01. Fast Moving Consumer Goods
TitleFOOD HAPPINESS
Product/ServiceSWEDISH BUTTER
Entrant JUNG RELATIONS Stockholm, SWEDEN
Idea Creation JUNG RELATIONS Stockholm, SWEDEN
PR JUNG RELATIONS Stockholm, SWEDEN
Production JUNG RELATIONS Stockholm, SWEDEN
Credits
Name Company Position
Per Holmquist Jung Relations Creative
Hanna Axelryd Jung Relations Project Manager
Joel Sköld Jung Relations Junior Advisor
Erica Wigge Jung Relations Account Manager
Jonas Sevenius Jung Relations Co-founder

The Campaign

We are not claiming that butter is healthy. However, butter makes food taste better. We launched the thesis that tasty food makes us happier. To prove the thesis right or wrong, we teamed up top chef Jimmi Eriksson and happiness expert, Malin Rapp. Together they would explore what happens in the brain when we cook and enjoy a good meal.

Execution

National Sifo survey: The survey confirmed what Arla always believed – food and happiness goes hand in hand. Good food made 80% happier and as much as 84% thought that butter made the food taste better. Inspirational: Malin and Jimmy noticed that good food, company and challenges in the kitchen can exercise the brain in activities that makes it feel good, thereby increase our wellbeing. We gathered the results on the digital platform arla.se/matlycka and on Arla’s social media. Press: The results were shared with food and lifestyle journalists as well as exclusive interviews with Malin Rapp and Jimmi Eriksson.

The Swedes showed to be more appreciative of food and happiness as opposed to be instructed all the time. The campaign triggered media and influencers, and has to this date generated an estimate reach over 3 million. It helped to broaden the concept of health above all. We got opinion makers to focus on the importance of flavor, natural commodities and enjoyment. Furthermore, we got the Swedish people to take part of Matlycka every morning at breakfast. For three weeks Arla informed about Matlycka on their milk cartons. Now you could see the connection between food and happiness with the help of a simple turn.

The Situation

By teaming up with famous top chef Jimmi Eriksson and the happiness expert, Malin Rapp we were able to be highly relevant in the ongoing nationwide conversation about health and food. As a result we sparked media, bloggers and influencers and totally shifted the conversation around. Now media is talking about enjoyment and focus.

The Strategy

We are not claiming that butter is healthy. However, butter makes food taste better. We launched the campaign Matlycka (Food Happiness). To prove that there’s a clear aspect of health – namely that good tasting food makes us happier. By this we wore able to be a part of the ongoing health/food-conversation, without having a "healthy" product. To prove the thesis a national survey was made with the purpose of looking into the Swedish people’s relation to food and happiness. We initiated a long term collaboration with chef of the year winner, Jimmi Eriksson and happiness expert, Malin Rapp. Together they would explore what happens in the brain when we cook and enjoy a good meal.