Our first campaign for Metsä Tissue were for the new product Lambi Dining kitchen roll. Our responsibility was to produce units in store that would raise consumer awareness and increase the understanding on how to use the product and how it differs from the classic kitchen roll.
Based on the consumers’ desire for a more enjoyable everyday meal, we created a clear strategy for communication in store. The napkin support consumers’ pursuit of a more enjoyable everyday dinner, which in turn became the foundation when building the communication strategy.
”Lay the table with love every day” became the approach in the store. A message that is not only easily understood, but also clear about the situation the product is to be used in and what need it fulfils. The campaign took place throughout the Nordic region and Lambi Dining managed to get a fixed place in the shelf.
