As a market leader, Karoline's Kitchen is being challenged in the market, as the cream category is highly price-driven by, amongst other things, private labels, which Karoline's Kitchen cannot match due to quality. Therefore, Karoline's Kitchen wanted to strengthen relations with the younger, fat-fearing target group, and make cream a more natural part of their eating habits.
Through the #IGodtSelskab (#InGoodCompany) concept, and with creating good taste experiences as the point of departure, three influencers educated and inspired the young target group on how to achieve better dining experiences and celebrate the great taste of cream with Karoline's Kitchen.
The three influencers were archetypes of the three creams that personified Karoline's Kitchen creams. Through interesting, personal and engaging content they gave their best tips and tricks for using Karoline's Kitchen creams in cooking, co-creating their own recipes and new interpretations of Karoline's Kitchen's familiar recipes.
The campaign and the influencers' content was activated and amplified through an ecosystem consisting of the influencers' own blogs, YouTube and Instagram channels, as well as Karoline's Kitchen's marketing mix.
The content was compiled on Karoline's Kitchen's landing-page, where consumers can continuously be inspired and educated across all three products.