Make a sandwish
Jarlsberg
Issue 38 | March 2016
Agency
Perfect Fools
Creative Team
Creative Directors: Patrick Dry, Klas Lusth Art Directors: Philip Arvidson
Production Team
Designer: Melissa Nilsson Photographer: Alexander Radsby Film editor: Karl Nord Lead producer: Hannah Bradford Producer: Madeleine Modig Developers: Mikael Palm, Michael Lindfors, Kim Korte Technical Director: Tony Sajdak
Other Credits
Chef: Ben Bayly
Date
October 2015
Background
TINE, Norway's largest producer, distributor and exporter of dairy products, wanted to demonstrate the versatility of its renowned Jarlsberg cheese. In order to do so, they needed a point of view or at least an idea that captured foodies' imaginations.
The campaign aimed to generate more fans, social media engagement and online PR for Jarlsberg. It's also part of the ongoing experience strategy to redefine what premium meant to the brand.
Idea
There were thousands of ways of making sandwiches, with cheese typically serving as an essential ingredient. At the same time, food mashups was an on-going trend where many have become huge online topics. What would happen if we took classic dishes and turned them into super tasty sandwiches?
Foodies around the world were encouraged to imagine and submit their most "impossible" sandwich requests - nicknamed "sandwishes" - where the top nine suggestions would be recreated by Jarlsberg and one grand prize winner would receive their own beach vacation - a double sandwish come true.
To help jumpstart ideas, three sandwishes were created together with celebrity chef Ben Bayly: the Mac & Cheese Sandwish, the Gazpacho Soup Sandwish and, last but not least, the Wedding Cake Sandwish.
This content as well as the future submissions were featured on YouTube and run across all Jarlsberg channels, selected foodie online networks and influential bloggers through November 2015 and Chef Bayly also wielded his social media power to raise awareness for the effort.
Results
From this almost 5000 (!) submissions were received from Jarlsberg enthusiasts all over the world wanting their dish to be Sandwish-ed. Nine tasty Sandwishes were created in a range from a classic surf'n'turf dish to a quirky Willy Wonka's' 3 course dinner.
One exceptional wish was the Zombie Apocalypse dish that the chef turned into a 3 layered sandwich filled with all the delicious ingredients you can find laying around in your fridge.
All winner Sandwishes were presented on www.jarlsberg.com/sandwish
The campaign was widely spread on Facebook with 3.2 million impressions and the campaign trailer was viewed over 250 000 times. It also generated great PR in Australia and New Zealand where Ben Bayly was talking about the Sandwish challenge in both papers and radio.