Frebaco

Mission: Concept for product launch

Fazer launched the exciting product Havreris under the brand Frebaco Kvarn. Havreris is a Swedish, locally grown and climate-smart alternative to white rice.

We were given the honorable assignment to create an overall concept for the product launch. It included developing partners and event planning, media strategy and product presentation.

As a representative of Havreriset, we chose Paul Svensson, a fantastic chef who with his long background and profile in innovative cuisine was the ultimate spokesperson for Frebaco Havreris. We also produced a portfolio of fine and inspiring food and recipe photos.

As oat is a versatile product, we chose to focus our media strategy on several areas; Food, health and lifestyle to reach out widely and draw more attention to its characteristics. We also did a target group analysis on these specializations for product seedings to influencers.

Results

In addition to high visibility on social media during the event and in the press, the launch also resulted in Frebaco Kvarn winning the prestigious Food Award 2020 for its innovative product.