Creative Manager: Ida fridh
Responsible for the content strategi.
Pitch, project leading, campaign result
Background/The Challenge
Orkla Foods is a nordic FMCG powerhouse with food products and brands ranging from sauces, ready-to-eat dishes, soups and seafood.
In the summer of 2020 Schibsted and Orkla Foods partnered up with online grocery comparison start-up Matspar.se with the ambition to tap into the very fast growing field of online grocery shopping. Online grocery shopping in Sweden accounts for only 2% of total grocery sales, but in terms of growth it’s a rapidly growing field with annual growth of 300%. Schibsted as a publisher with a great deal of visitors and traffic wanted to be innovative in this rapidly growing field of e-commerce!
By partnering up with a local start-up on food e-commerce, Matspar.se, and to engage a large cross-functional team within Schibsted, we were proud of delivering an intact consumer journey from inspiration to purchase - where Schibsted’s native advertising, branded content and data solutions were central elements.
The Solution
In the media partnership and solution we built together with Orkla Foods and Matspar we focused on producing high quality, inspiring and mouth-watering video and text recipe content on Aftonbladet.se where we could combine our extensive reach (80% of all Swedes weekly) with a online checkout powered by Matspar for all purchasable Orkla Foods recipes on Aftonbladet.
The concept for the user/reader was simple.
Click the purchase button on the recipe or any other display ad position
The recipe was ready to purchase on Matspar
Choose your preferred store such as ICA, Coop etc. with the lowest price for the whole purchase - Consumer power to its fullest!
Checkout the whole purchase at you preferred store
The delivery was on its way!
With the purchase made the consumer journey doesn't end here. Research from Matspar has shown that the repurchase factor is at a whopping 65% making the consumer getting Orklas products as recommended for a long time ahead.
The Delivery
During the time period June-Oktober 2020, Orkla's recipes have had the following exposures on Aftonbladet.se, and several of the recipes have been Aftonbladet most read and engaging during the summer and autumn
Over 330.000 Swedes took action on our recipes for further reading at Matspar Checkout
Approx 25 million impressions of Orkla Foods all brands during the period
Close to 2% conversion rate
We, as the first media house, can now communicate with consumers throughout the whole consumer funnel all the way down to actual conversion through purchasable recipes via our exclusive partnership with matspar.se - The button "buy recipe here" has never been as hot as now.
When Schibsted gathers strength, listens to the market's need to digitize a traditional industry - well then Schibsted's finest is on the starting line to create creative and technical advertising solutions together.
