Milk goes haute cuisine
When milk sales started declining, this was bad news for Sweden’s northern cows. Milk needed a legendary rethink. So Emakina DBG and Norrmejerier got hold of celebrity chef Linnea Liljedahl to whip up a pop-up restaurant – complete with a gourmet tasting menu paired perfectly with milk from northern cows. It scored high in the talkability stakes and proved that locally produced milk deserves its place on the dining table.
Milk – a tasty and wholesome beverage with food. Or is it? Today, many people would claim the opposite, and unfortunately, people are listening. Changing eating habits, new diets and a growing range of milk substitutes have reduced the Swedes' milk consumption by 50 %. So how can Norrmejerier (the northernmost dairy co-operative in Sweden) get people to rediscover the milk?
To prove that the milk’s best-before date hasn't expired, Emakina DBG and Norrmejerier teamed up with Swedish celebrity chef Linnea Liljedahl and created a pop-up restaurant with a gourmet tasting menu that pairs perfectly with milk from northern cows.
To raise awareness and expectation, we invited people to follow the making of the restaurant in TVCs, print and on social media. The bookings were released on a campaign site where anyone could book a table.
7 exquisite dishes, 4 fully booked nights and wide media coverage. But most importantly, we proved that locally produced milk deserves its place on the dining table.