Bamsebiff is the most popular every day dish

This is the result of a new survey where ten recipes were tested by Zapera for “Mathjältarna” a new collaboration project between Arla, Kronfågel and Scan. Many families with small children have difficulties varying the everyday dinner menu. Approximately 50% of the households plan their dinner maximum one or two days in advance and some even plan it on the same day. They often vary between a few basic dishes throughout the week. However there is a demand for ideas on simple and easy cooked dishes that children like.
This is the basic idea behind Mathjältarna, designed by the advertising agency Food & Friends.

Mathjältarna is promoted in stores, on the wrapping, on the Internet, TV and in the press.

The creative solution is a comic strip placed as wrapping on meat packages, which illustrates a recipe. The unconventional choice of illustration was chosen because the campaign goal is to inspire families with children to more fun and creative everyday cooking.

A sample of 400 women and men between the ages of 25-55, with at least one child was exposed to 10 different recipes. Thanks to a clever Flash-solution they could flick through the different recipes before ranking them.
Bamsebiff was chosen as the far best, Chilli con korv as second, then Djungelgryta, Snabbaste pizzan and Sausage and pasta soup.

The respondents were also to evaluate how easy and quick the dished were to prepare, if there were enough ingredients and whether the dishes were of proper nutritious value and suited the whole family.

In the survey two different versions of the comic strip were also tested to see which version was preferred in the target group.

Another question was whether the comic strip was too childish for the target segment? 60 % liked the dinner recipe and described it as adding something new and creating interest. There were not remarkable differences between the two illustrations; however the one chosen looked somewhat better. Several of those who chose this version would even take a recipe in the stores, which was another important goal for the campaign.

"An important purpose of the campaign was to point out that Arla, Kronfågel and Scan stand for quality guarantee," says Martin Lundell, marketing manager at Scan. It is evident in this intence price competition which is dominating the market. It also appeared that a satisfying 80% were positive towards the brands Arla, Kronfågel and Scan.
Mathjältarna will available the entire year of 2007. "The campaign has shown great progress so far," Martin underlines. He is very pleased with Mathjältarna.

Source: Zapera News, Issue 24, November 2006