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About Almondy
Every day Almondy bakes over 70,000 cakes that are exported to approx. 40 countries. Almondy is sold primarily in grocery stores, and end up in the freezer department where they compete with other frozen pastries and ice cream.
Challenge
In 2015 Almondy in Sweden wanted to invest the entire Swedish market budget at the launch of one cake: Almondy Marabou Schweizernöt (hazelnuts with milk chocolate). Marabou Schweizernöt is a classic Swedish milk chocolate, which today is owned by the multi-international group Mondelez.
Solution
Our idea is based on a pun on the "sch"-spelling (many Swedes have difficulties pronouncing Schweiz (Switzerland) correctly). The concept goes all the way and "schweizifies" the words used in the campaign. The graphic expression had to be adapted to the Marabou brand platform, and the challenge was to give Almondy enough space. Our campaign covers multiple channels - Facebook, banners, film, outdoor, ads both for trade & consumers and of course in-store materials.
Results
Today, four months after the launch, the cake is already the second most sold in Almondy’s history. The campaign is easy to understand and both consumers and the sales force has received it with open arms. We will continue the campaign with a summer competition and new units during the fall.