1. Starting point

Ruokatieto wished to communicate the value of the Hyvää Suomesta -label (Produce of Finland), which guarantees that both the ingredients and the production work behind a food product originate in Finland.

Navigating and identifying truly domestic products in the maze of various packaging labels can be a real challenge for consumers. Therefor the aim for the campaign was to help the consumers recognise the Hyvää Suomesta -label and understand that spotting the label on packaging is the easiest way to ensure that both the raw materials and the production process are of domestic origin. Another key objective was to highlight the reasons why choosing domestic food is beneficial.

The campaign targeted two key audiences: young adults aged 18–29 and families with adults aged 30–40.

2. Overview

Otavamedia designed a multichannel campaign for Ruokatieto, with extensive visibility across platforms. The goal was to reach both young adults and families with children in the right channels, using engaging and relevant content for these groups. Running throughout 2024, the campaign included four short-form video executions, two native articles and print advertising in three issues of magazines.

The content targeting young adults was created as a short-form video, a format ideal for social media. Jasmin Ngo, influencer producing food-related content, both appeared in and co-produced the video content in collaboration with Otavamedia. Ngo is a familiar face amongst the target demographic. These dynamic, entertaining and informative short videos highlighted key facts about the Hyvää Suomesta -label and gave guidance on identifying the label on food packaging. The videos also explored the origins of Finnish food and the entire journey from field to fork, including the work and processes required to bring it to the store shelves.

• These videos were published on Kotiliesi’s TikTok account and on the influencer’s Instagram. Instagram content used the collaborative posting feature to also reach audiences of Kotiliesi and Hyvää Suomesta. Paid promotion was used to support the organic social media visibility.

The content for families with children was produced in the form of native articles. These articles emphasised the importance of domestic and seasonal ingredients and communicated how the Hyvää Suomesta -label makes choosing food made in Finland easy. Head Chef Mikko Pakola from restaurant Smör offered insights from the perspective of sourcing ingredients, while member of Hyvää Suomesta and producer of ingredients, Tamminen contributed to the “from farm to fork” side of the story. The articles also addressed the sustainability of Finnish food production and offered seasonal recipes with practical tips for both everyday and festive meals, showcasing ways to use products with the
Hyvää Suomesta -label.

• The native articles were published on Kotiliesi.fi and received same level of visibility on Anna.fi and Kaksplus.fi. In addition to these placements of native articles, traffic was driven through both organic and paid content, newsletters and display advertising. The message about Hyvää Suomesta -label was delivered to family audiences via print advertising as well. The advertisement for Ruokatieto was also seen in selected issues of Anna and Kotiliesi magazines.

The food tour TikTok-campaign with Jasmin Ngo

3. Results

The Hyvää Suomesta -label gained extensive multichannel visibility among the target audiences across media websites, newsletters, social media channels and print publications. The content fit the selected media platforms exceptionally well and effectively reached and engaged the target audiences sparking lively discussion around Finnish food across medias. The campaign delivered strong results across key metrics.

For more information, reach out to your Otavamedia contact.