Skogaholm gingerbread - How to present a new classic

04 december, 2024

Retail Management students Fazer Retail Club had a workshop focusing on ways to present Skogaholm's new bread "Julrutan" in all channels, teaching consumers how to engage with the innovative product.

Hilda Björkman (Marketing Director Fazer Bakery), Therese Vennberg (Marketing Manager), Ellen Evander (Brand Activation Manager Fazer Bakery) and Jenny Fyrhammar (Marketing Coordinator) introduced the students to the Fazer group in general and then provided a deep dive into the world of bread, at Fazer lead by the classic Skogaholm. After further insights on bread and Christmas food habits the students got to know the new product Julrutan, a gingerbread influenced bread. After tasting the bread, the students were tasked with creating a 360-campaign, showcasing how Julrutan could be presented both offline, online, in store and on social media. Many great ideas were presented utilizing both influencers and classic taste samples.

David Graf, Key Account Manager, Fazer Retail Club

CFR Retail Retail Club