Time constraints and busy lives describe our target group well. Therefore, our semla needed to be made in a short time and with few ingredients, so that even the most stressed-out parent has time to make a semla. TV chef Jessica Frej is known for her quick and easy recipes, and she is also the mother of a 1-year-old. This made her a perfect match for our semmel campaign. Together with Jessica, we developed and launched the Smackan, a mix of a toasted sandwich and a semla.

Cooking clips on social media often inspire new recipes. Therefore, the campaign was released in several short videos to introduce content with new angles throughout February. To spread awareness of the campaign and reach out widely, PR mailings were also made to Sweden's largest influencers in parenting and food, where we of course pinpointed who, like us, loves semlor!