Danish families with children have been under immense pressure daily due to COVID-19. And the summer vacation in 2020 would also be different than usual and set even higher expectations for parents who suddenly had to find new ways to entertain the family. Part of Arla’s mission is to give the next generation a better relationship to food and create ‘better food habits’ through curiosity (inspiring, educating, encouraging). The timing was ideal to enter the market and launch an online summer activity that could help fill out the long summer holidays with inspiring and educating activities for both children and parents.
Together with influencer Sofie Linde and Arla’s content-creator, Britta Surland, we co-created the webisode series ‘Arla Madløjer’ (re. Arla Food Fun). An inspiring and educating digital activation consisting of entertaining long-play webisodes of 6 minutes each. The webisodes showed baking competitions, educating how-to-videos as well as tips and tricks that could inspire new experiences during the summer. In the four webisode activations, you follow Sofie as well as Britta and her children exploring the kitchen under four themes: food with Danish berries, delicious crab soup of own catching, food above a campfire, and easy baking recipes for children. Everything was created with raw materials from Arla – this way we could learn more about all the food that provides internal strength.
With a desire to create as much traffic as possible to the campaign site, we activated Sofie Linde’s channels where she actively encouraged users to engage with the video content. This succeeded above all expectations.