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Cases 10.10.2022

Finnish Food Day 2022 was prepared with channel-optimised content, good encounters, the power of influencers and branded materials

Brand development Marketing development Creative content Marketing communications Marketing research Creative content Influencer marketing Research

The Finnish Food Day (Suomalaisen ruoan päivä) campaign annually reminds us of the importance of domestic ingredients and domestic work. The aim of the autumn 2022 campaign was to increase awareness of the Produce of Finland (Hyvää Suomesta) label and interest in Finnish food products. Dagmar helped design the best meeting points, channel-optimised content, influencer collaborations and campaign materials for different needs.

FOOD MADE FROM DOMESTIC INGREDIENTS AND DOMESTICALLY PRODUCED FOOD IN EVERY SHOPPING CART

Every autumn, Ruokatieto, Finfood – the Finnish Food Information Association, organises a Finnish Food Day (Suomalaisen ruoan päivä). It supports the sale of foods labelled Good from Finland and increases knowledge of Finnish food and its effects on the well-being of us all.

The Produce of Finland label on the packaging indicates that the food is of Finnish origin: the raw materials and work come from Finland, and the makers and production chain are known. There are already 12,000 different products with the Good from Finland label from 350 different manufacturers. The entire food chain is involved: farmers, industry, food workers, trade and consumers.

The aim of the autumn campaign was to increase awareness of the Hyvää Suomesta label among the target group, to ensure that an important message gets through with sufficient media reach, and to increase interest in food made in Finland using Finnish ingredients.

THE FOOD OF OUR OWN COUNTRY IS SEEN AS MORE IMPORTANT EVERY DAY. THE MOST IMPORTANT THING IN FOOD, TOO, IS JOY AND APPRECIATION FOR THE PRODUCE OF ONE’S OWN COUNTRY, EVEN THOUGH THE INCREASE IN VALUE CURRENTLY STEMS FROM OTHER THINGS THAN EXHILARATING.

WITH THE CAMPAIGN, WE CHALLENGE ALL FINNS TO ENJOY AND BE PROUD OF PURE INGREDIENTS, UNIQUE KNOW-HOW AND DELICIOUS FLAVOURS. WE ARE DOING THE CAMPAIGN TOGETHER WITH COMPANIES USING THE GOOD FROM FINLAND LABEL.

Anni-Mari Syväniemi, Managing Director, Ruokatieto

THE EXTENSIVE CONTENT PACKAGE WAS UTILISED IN ADVERTISING AND IN THE ACTIONS OF PARTNER AND MEMBER COMPANIES

In addition to Ruokatieto’s own measures, Dagmar’s team designed the meeting points and content for the main target group (18–29-year-olds and families with children) to be channel-specific optimised and bilingual. The fresh and versatile brunch table, assembled from Finnish ingredients, illustrated the rich selection of Finnish food and inspired people to come to the common table.

IT’S EASY TO WORK WITH DAGMAR EMPLOYEES. THINGS ARE DONE ON TIME AND SMOOTHLY, AND EVERYONE HAS FUN WORKING TOGETHER!

Minna Asunmaa, DEVELOPMENT MANAGER, Ruokatieto

For two weeks, paid visibility was available on television, outdoor advertising near stores and selected social media channels (Facebook & Instagram). Both our own campaign materials and those of marketing partner brands were used as content.

A large number of campaign materials were also produced for the use of members and stores.

WE STARTED THE DESIGN WITH RESPECT FOR FINNISH FOOD AND FOOD CHAIN PROFESSIONALS. BY RECOGNIZING THE GOOD FROM FINLAND LABEL, EVERYONE CAN SUPPORT FINNISH FOOD AND THOSE WORKING WITH IT THROUGH THEIR OWN CHOICES. WE CREATED A 10-SECOND CONCISE TV SPOT AND STILL MATERIALS THAT WERE VERSIONED FOR ALL CAMPAIGN CHANNELS AND AD PLACEMENTS.

Ida-Maria Erholtz, Production Manager, Dagmar

Commercial cooperation was carried out with a total of nine different influencers (e.g. Jonna Luukko, Tiia Rantanen, Ossi Lehtonen, Satu Koivisto).

THE DESIRED MESSAGE GOT THROUGH WELL IN THE TARGET GROUP

At the end of the campaign, the functionality of the messages was verified with campaign research. Nearly 60% of young adults and 65% of families with children said that the campaign clearly or somewhat increased interest in Finnish Food Day.

The message of advertising was considered understandable, especially among people with children. As many as 64% of all 18–49-year-olds considered the Good from Finland label to be an easy and quick way to identify Finnish food.
In the campaign study, the content and topic attracted almost no negative comments, which is very exceptional.

DAGMAR CONDUCTS MORE THAN 100 CAMPAIGN SURVEYS FOR ITS CUSTOMERS EVERY YEAR. IN THE FINNISH FOOD DAY CAMPAIGN, THE ATTRACTIVENESS OF THE MESSAGES, THE IMAGE CREATED BY ADVERTISING AND THE ACTIVATING NATURE OF ADVERTISING WERE AT AN EXCEPTIONALLY HIGH LEVEL.

Ville Rekula, RESEARCH DIRECTOR, Dagmar

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