Every busy parent’s little helper: Our campaign for Gifflar cinnamon buns
Pågen Gifflar is a baked goods brand that’s loved in Sweden - but needed a little help to drive sales here in the UK. Arden Foods, the UK distributor for Gifflar, had identified social media as the best way to reach a local audience and encourage them to try its Swedish cinnamon roll. By taking a social approach, our client also wanted to give customers the shortest route to purchase - see, click, buy.
The problem? Audience research by The Together Lab had revealed that although people who tried Gifflar liked it, they mostly saw it as ‘junk food’ rather than a light ‘homestyle’ snack. On top of that, Gifflar just wasn’t well known compared to other snack breads, nor top of mind while shopping in the supermarket.
But with a small team and limited budget, Arden Foods didn’t want to put all their effort into creating streams of social content. They needed a way to maximise any assets produced so they could focus on driving revenue.
Looking at the positive reactions people had to the taste of Gifflar, we knew that all it needed was a way for people to see the benefit of adding this snack to their cupboard. And from the audience research, that benefit was clear: parents need snack solutions and food ideas, and Gifflar is a great one to add to the list.
As an insight, it wasn’t difficult to build on. Some of our team are parents, and we know first-hand how busy family life can be. Digging deeper into the audience profile, we realised that an easy, tasty, and mess-free snack that can be taken anywhere would be nothing short of a lifesaver for many parents that we wanted to reach.
Our campaign, “Let’s Roll”, championed Gifflar as a snack that keeps everyone happy and gets them through a busy day. (As a special bonus, we came up with a tagline that tells you what the product is!) We scripted and produced social video content featuring busy mums and dads going about their day, and showing how helpful it could be to have Gifflar on hand to make things a little easier. We paired our visual messaging with short, sharp copy that reinforced the message while connecting deeply with the challenges of our audience. Social post copy such as “Solving life's little emergencies, one cinnamon roll at a time” and “Whatever the challenge, Gifflar cinnamon rolls are on hand to brighten up the day” served as optimistic and motivational mottos that made the product benefits relatable and easy to remember.
All of our content was carefully designed to help our audience make the journey from awareness through consideration to conversion. Our hero film introduced our audience to Gifflar, then we added a series of educational content to build on that new relationship, and finally, we ran a highly targeted remarketing phase, based on our mid-campaign reporting of what audiences were engaging with and how.
We can’t wait to share the results of this campaign and understand how audiences engaged with our content so that we can continue to optimise Arden Foods’ content marketing efforts. To make sure you don’t miss out on reading our results, why not subscribe to our monthly newsletter and be the among first to know? Subscribe now!