From the wilds of Nordic nature to your kitchen
How we used the wilds of Nordic nature to launch Jörd’s plant-based range
BRIEF
JÖRD – the plant based oat drink from ARLA - wanted to increase its share of the milk alternative category by driving awareness and trial of its product range.
We were briefed to create a pan European, through-the-line campaign to bring to life the Jörd range and emphasise its Nordic origins within shopper, OOH and social media.
The campaign needed to clearly communicate the range and delicious consumption occasions – as well as being flexible for the different markets’ range of SKUs.
IDEA
We wanted to do ‘plant-based’ by focussing on the rugged beauty of Nordic nature.
Our campaign juxtaposed Nordic nature with the comforts of a modern day kitchen in order to bring to life the unique offering of Jörd and its everyday enjoyment occasions.
We found natural locations that best suited each product including waterfalls, woodlands and shorelines and created a suite of assets that captured the essence of the idea.
We used a state-of-the-art photography process to build and capture the wild, Nordic landscapes to save shooting on location, reducing our carbon footprint and staying true to the brand’s sustainable credentials.
RESULTS
The campaign is still out in the wild across Europe.