IDEA

With such a specific target demographic, we needed to create a campaign that was present in locations that resonated with our audience, where brands are welcome and can offer consumers products to an open minded audience, with a high dwell time. Summer festivals provided the ideal opportunity. We selected two festivals in 2023 that over indexed with our audience and allowed a good geographic coverage -  Truck Festival (in the south) and Kendal Calling (in the North). Within these festivals our aim was to trial to the festival attendees, and create content via influencers for our online audience.

We created and installed the “Jörd Chill Zone” - a place to relax and enjoy a taste of Nordic nature. Where festival goers could find a moment of solace, grab a pick-me-up and enjoy some oat-based goodness surrounded by the essence of the brands natural credentials.

Unlike most of the other brand activations present, all of our samples and giveaways were free, which were naturally well received by our target audience. With fresh Jörd based smoothies, iced coffees, chai lattes and granola on the menu; we also gave away Jörd branded goodies to take home including keep-cups, totes and bucket hats. We also installed recharging points for consumers to top up their phone battery that also encouraged dwell time.

Over the course of the weekend, our influencer created content for their social channels. This content brought the Jörd Chill Zone to life for their followers online, and further highlighted the versatility of Jörd.