Brief
Svenska Ostklassiker is the license owner of Präst®. Now they wanted to change the perception of Präst – shifting it from being seen solely as a spread for bread to becoming an all-around cheese, particularly for a younger audience. Our task was to engage a busy, non-breakfast-eating generation with this somewhat ordinary cheese.
Insight
To make Präst® relevant to Gen Z, we needed to tap into their fast-paced, foodie culture. But simply launching regular receipts wouldn’t cut it. We needed to approach it in a fresh, fun, and slightly quirky way to create the buzz we were aiming for.
Creative
Welcome to “Präst® in the Wall”! A tiny, authentic restaurant launched as an unpretentious hole in the wall run by the famous Swedish chef Marion Ringborg. The hook? It’s a literal (cheese) hole in the wall, enabling us to focus all communication around how the cheese gets its unique flavor (hint, hint—it has to do with the holes). During four days, we served four delicious dishes featuring Präst® as the key ingredient. The restaurant may have been a hot destination for just a couple of days, but it placed Präst on Gen Z’s food map for good.
