Serving up a harder brunch experience

Wasa has been baking crispbread from a few simple ingredients since 1919, offering a wholesome classic to the Swedish breakfast table.
However, lately the crispbread category is facing competition from more easy-to-chew alternatives like levain. That's why Wasa asked Emakina to create an influencer activation to remind Swedes of how good crispbread is, both when it comes to taste and for your health.

The challenge

"If it's easy and convenient, it's probably bad for you." Based on that insight, our brief was to develop a shareable influencer campaign to connect a harder path and healthy choices with hard crispbread.

Our solution

In collaboration with the sisters behind the popular foodie account Foodgeekz, we created a crispbread brunch menu and invited other Swedish influencers to a pop-up restaurant in the shape of a giant crisp bread box on the top of the Hammarby ski slope in Stockholm.
The event, hosted by YouTuber Clara Henry and fitness profile Mårten Nylén, challenged attendees to choose the hard path to the top.

The results

  • 10
    million impressions
  • 43.5 %
  • 200
    shared posts
  • 1.9
    million earned media impressions