11.5M impressions across Scandinavia.
California Raisins wanted to modernise the brand for a younger Scandinavian audience. We built a new creative direction, a paid social programme and a launch identity that made an iconic brand feel current again.
- Sector
- Food & drink
- Region
- Scandinavia
- Engagement
- Creative + paid
- Window
- Two months
The numbers.
Challenge.
An iconic brand carrying nostalgic baggage needed to feel modern, culturally relevant and memorable to a younger Scandinavian audience it had never really spoken to.
Strategy.
- 01
Build a distinctive creative universe around Chad, a laid-back Californian surfer.
- 02
Use that world to reframe the brand as warm, playful and contemporary.
- 03
Support the identity with targeted paid activity across the region.
Execution.
- 01
New creative direction and character-led brand world built from scratch.
- 02
A suite of engaging creative assets designed for social-first consumption.
- 03
Targeted paid advertising across Scandinavia to drive reach and site traffic.
What it meant.
A new creative identity that repositioned California Raisins as a modern lifestyle brand across Scandinavia, with reach and engagement to match.
More work.
822k accounts reached for a hidden-gem steakhouse.
From unknown trattoria to fully-booked viral sensation.
