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How Johnny’s Mayo Reinvented Food Marketing with Sweden's Best Burger Campaign

Johnny’s Mayo – Swedens Best Burger

Goals and objectivesGoals and objectives

Johnny’s is a brand owned by Kavli, a large FMCG-company operating in Scandinavia and the UK. In 2018, Johnny’s had not spend anything in Schibsted’s channels.
But now, in the spring of 2019, an exciting opportunity appeared.
Johnny’s approached Schibsted with a mission: How would we launch a campaign for Johnny’s three new products in the mayonnaise segment?

Instead of just responding on the initial brief, Schibsted Brand Studio went all in to deliver a creative solution that would help Johnny’s through the entire funnel, creating content that the users of Schibsted would love – and aiming for a much bigger budget from the client.

Given the scope and target groups, our suggestion was a combination of different outtakes with video as the core of the campaign. Despite Schibsted’s enormous reach in Sweden, our suggestion was to use YouTube as our main distribution channel.
The solution involved Aftonbladet’s own influencer in the food segment, Mauri Hermundsson. Together with him, we would have the perfect match when it comes to content, reach and target groups.

Schibsted Brand Studio, Aftonbladet and the client worked closely together – we created a unique episode of Mauri’s own YouTube-show, where his mission was to find Sweden’s best burger.

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