From Insight to Influencers

Nyt Norge is a labeling scheme for Norwegian food and beverages, designed to make it easy for consumers to choose Norwegian products. The label is found on over 5000 food items and guarantees that the raw materials are Norwegian and produced in Norway. Nyt Norge aims to promote Norwegian food from all over the country, throughout the year. This means that Nyt Norge has a dual communication task: to build positive attitudes towards Norwegian food, while also ensuring that people choose Norwegian food in stores by recognizing the label.

2023 was challenging for Norwegian food due to increased inflation and weakened private economy, leading to reduced willingness to pay for Norwegian food and low recognition of the Nyt Norge label. We particularly saw a negative trend among younger consumers (20-29 years old), who were hardest hit by the combination of high food prices and reduced purchasing power.

The autumn campaign aimed to reverse the negative trend and increase recognition of the Nyt Norge label to normal levels. To achieve this, we needed to influence the youngest segment (20-29 years old), which we had really lost touch with.

Although the youngest segment was the most affected by high prices, inflation, and poor private economy, we hypothesized that the negative trend was not solely due to these external factors, but also that our own communication did not appeal to this segment. With high pressure on TV and poorly adapted content in channels where 20-29-year-olds are present, we needed to rethink our media strategy.

The previous media strategy focused on TV commercials adapted for digital channels. The new strategy involved developing new content for younger target groups and using influencers. This required reallocation of the budget, with more focus on content production for the younger audience and reuse of existing concepts in traditional media where we more effectively reached the older segments of the target group.

Nyt Norge challenged the three food influencers Emilei Voe Nereng, Kristoffer Tvilde, and Eirik Lyssand to eat more Norwegian food. The challenges were tailored to each influencer and based on important drivers and barriers for people aged 20-29 to choose Norwegian food. This resulted in content focusing on sustainable, delicious, and affordable dishes based on Norwegian ingredients. The influencers, selected in collaboration with the sustainability profile agency Team Tomorrow, shared content on their social media platforms such as Snapchat, YouTube, and Meta, as well as on Nyt Norge's website. Additionally, Emilie was featured in a slightly different cinema advertisement where she gave useful tips on how to enjoy Norwegian snacks based on local ingredients.

By creating authentic and engaging content tailored to the channels where we reached the younger target group, we achieved very high attention, which led to a positive development in their attitudes towards Norwegian food and reversed the trend in label recognition. In the target group, we achieved the highest label recognition ever, regardless of the target group, which also led to the highest average label recognition overall for the year 2023.

The strategy has changed how Nyt Norge communicates with younger consumers, and influencers will now be a central part of the communication strategy going forward.

Client: Stiftelsen Norsk Mat

Partners: Team Tomorrow, iProduksjon & Starcom