The challenge
Snellman’s new meatballs were built around the company’s core promise of high-quality ingredients: plenty of domestic meat, produced in Pietarsaari and made without additives.
The challenge was to generate awareness and excitement at a level that would not only introduce a new product, but establish it instantly as a credible competitor in one of Finland’s most traditional food categories.
The campaign
The launch was one of the most comprehensive in Snellman’s history, spanning:
Facebook
Instagram
TikTok
YouTube
Television
Print
Influencer collaborations
The campaign combined recipes, videos, photography and stop-motion content, supported by 17 food influencers who helped introduce the product to new audiences.
Results
The response exceeded all expectations.
Demand was nearly three times higher than forecast.
The product sold out in many stores.
More than 5 million ad impressions were generated.
Videos were viewed over 1.3 million times.
22% of sales represented incremental growth for the category.
Kunnon lihapullat became one of the most successful product launches in Snellman’s history.