Bridging social trend to brand PR, the world's slowest cooking

Västerbottensost is such a beloved heritage cheese brand in Sweden, taking a huge pride and craftsmanship to produce an iconic bitter taste. For the communications in 2019, the brand needed PR concept. Our idea was connecting the brand world with a global slow cooking trend. To embrace the fact that the simplest good foods require a long time to prepare, and such a delicate food creation presented by a Swedish rising star chef is like talking art and philosophy. The idea was approved by the creative director and pitched to the brand. As a result, the campaign called “Världens långsammaste recept” was created and featured on SVT1 Morgonstudion in November 2018.