Milda: GINGER BREAD HOUSE

Credits & Description:

Category: Event and Field Marketing

Advertiser: UNILEVER

Product/Service: MARGARINE

Agency: LOWE BRINDFORS

Date of First Appearance: Nov 20 2009 12:00AM

Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN

Creative Directors: Villard/Bartholf (Lowe Brindfors)

Art Director: Eva Johnsen (Lowe Brindfors)

Copywriter: Lotta Råge (Lowe Brindfors)

Account Superviser: Maria Lundwall (Lowe Brindfors)

Account Manager: Maria Lundvall (Lowe Brindfors)

Typographer: Jeanette Andersson (Lowe Brindfors)

Studio Assistant: Ludvig Fransén (Lowe Brindfors)

Studio Assistant: Kristina Tham Sterner (Lowe Brindfors)

Studio Assistant: Caroline Knutsson (Lowe Brindfors)

Photographer: Carl-Johan Paulin (Agent Bauer)

Carpenter/Product Leader: Johan Sjölin (Art N Dito)

Baker: Gatas Danho (Lindquist Konditori)

Account Manager Public Relations: Stephanie Tärnquist (Golin Harris)

Account Manager Public Relations: Johanna Zetterlund (Golin Harris)

Photo/Postproduction: Anton Ahlenius (Lowe Brindfors)

Media placement: Event –a Full Scale House Of Ginger Bread - At The Central Station In Stockholm - 20 – 22 November



Describe the objective of the promotion.



Christmas time means strong and loved traditions, not the least within baking. It is also a crucial period for the margarine category to ensure sales. Milda, the market-leading margarine brand, has been facing increased competition from butter, which is perceived as a more natural and tastier choice. Milda needed to strike back.
The objective of the activity was to take ownership of Christmas baking in the minds of the main target; families with children up to 12 years old.



Describe how the promotion developed from concept to implementation

How do you get people to think of Milda spread as the first choice of ingredient when baking for Christmas? Well, you build the largest ginger bread house in Sweden.

The house was built during the night at the Stockholm Central Station, and pitched to media in the morning. This resulted in curious and surprised reporters, reporting online, as well as in print and above all: national television.

Four Swedish celebrity moms, who all have blogs at mama.nu decorated smaller versions of the house, in front of the original one at the Central Station. Thousands of passengers photographed and filmed the event, and later uploaded the material to their blogs, Twitter, Facebook and other social media sites.



Describe the success of the promotion with both client and consumer including some quantifiable results

First of all, the market share of Milda increased.
The media coverage was extensive in both national and regional TV and print, trade press and created a buzz in social media.
Approximately 120000 visitors per day came to Stockholm´s Central Station
- 100 children decorated their own gingerbread cookie
- 2500 children was photographed with Santa Claus
- Approximately 400 number of pictures of the gingerbread house were taken per hour, 13638 in total between the 20-22nd of November

Milda also handed out 4800 Christmas recipe-folders,4 900 discount coupons, 2000 Christmas cards, 4200 Milda gingerbread cookies and 1000 regular gingerbread cookies



Explain why the method of promotion was most relevant to the product or service

By creating a surprise effect at exactly the right time (first weekend of Christmas season).

By engage families with activities that the children loved.

By making the product a natural and essential part of the event – 140 kg of Milda was used to bake the Gingerbread house.