Challenge
BAMA Storkjøkken has an active relationship with local food and has enjoyed a splendid and fruitful relationship over time with a great number of farms and market gardens throughout the country. They make it their point to illustrate that there are a lot of exciting things going on in Norwegian agriculture. They show that there is a great range, the quality is high and that BAMA Storkjøkken is part of this. They also like to make a fuss about some of their very best ambassadors for local food and show potential customers in the local regions some of what they can choose from. Kort & Godt is the project that illustrates this.
Purpose
BAMA Storkjøkken shall always bring the best meal options to the table for the professional market. This means also being the leader of local produce. By taking this role BAMA Storkjøkken also underlines the fact that local produce is a priority for the organisation.
Solution
Mission came up with the name Kort & Godt and has also created the symbol for the concept. We devised a thematic wish list for a hand-picked photographer who travelled all over the country taking beautiful photographs of the places the food comes from. We composed a "photo package" consisting of photographs of farmers, farms, the surrounding countryside and raw products depicted both in the studio and in the soil. This composition was versioned and posted in social media like Facebook and Instagram, in BAMA Storkjøkkens' seasonal calendar and in regional brochures.
BAMA Storkjøkken has divided Norway into five regions and we have created five locally adapted Kort&Godt brochures. In these brochures, BAMA Storkjøkken shares some of its knowledge, with advice and tips on preparation and nutrition, information about soil, weather, wind and availability of water, all the elements that make the products unique. In addition, there is useful information about economics and ecology. Mission has created 14 different variants of the Kort & Godt packaging, developed a text campaign for tracking origin, created roll-ups and a few short films that create an atmosphere. A symbol for the concept "National Food Treasure" (Nasjonale Matskatter), which consists of a bundle of Norwegian products that are so unique that they deserve to be available in warehouses throughout the country at all times was also developed within the framework of Kort&Godt.
"Mission are competent and versatile, and flexible in a really orderly manner, something that was entirely necessary when we were working with the concept and campaign for Kort & Godt. Together, we managed to put BAMA Storkjøkken on the local food map."
— Ingebjørg Hjortdahl, Marketing Manager
Result
Local fruit and vegetable sales have been very good, but more important in the long term is the fact that both knowledge and pride has increased within BAMA Storkjøkken itself. When the enthusiasm is high internally it will influence the external activities. The reception has been overly positive among the customers, and the arrangement of farmer markets in local cantinas has proven a success!
Photo: Mathias Fossum and Veslemøy Vråskar
