How to turn a low involvement product into an object of desire to a young target group with little knowledge and preference for the brand.
#1: The burger has experienced a revival in the last years growing from fast food darling to a gastronomic trend with new cool burger restaurants popping up in cities across Scandinavia. #2: People drive trends – not brands.
This represents a whole new way of thinking our marketing.
A cookbook written by a selection of influencers and makers within food, art, design, music and sustainability for a full and in-depth portrait of the burger as favourite food and cultural icon. The book boosts 33 exciting recipes and was sold in design and lifestyle store across the country.
The book put Hellmann’s on the map and turned mayonnaise from low-involvement to high engagement. The book sold-out proving that advertising in fact can be profitable if valuable enough.
Kr. doneret til Dyrenes Beskyttelse
Mayo-brand hitter med content