Atria

Business Challenge
One of the Atria brand’s strongest pillars is its Finnish identity—particularly its fully Finnish food chain, which is exceptional even by global standards. Atria manages the entire food production chain, beginning with family-owned farms and extending all the way to store shelves and, ultimately, consumers’ dining tables.

The challenge was to communicate more powerfully to the target audience that Atria uses Finnish ingredients, makes its products in Finland and, naturally, supports jobs and expertise in Finland.

Big Idea
The campaign insight was simple: rather than making claims about Finnish origin, show where the food comes from and how it is produced.

The integrated campaign put Atria’s real employees in the spotlight. They played a central role both in the advertising and across the campaign’s other content.

In the moving-image execution, Atria’s Brand Ambassador, Makulähettiläs—a fictional character—literally walks through the entire food chain, from field to dining table. Along the way, he meets Atria’s real employees, whose work helps bring good, wholesome food to people’s tables.

Big Impact
The objective was to strengthen perceptions of Atria’s Finnish heritage and its unique commitment to domestic production, while increasing purchase preference. The campaign exceeded its objectives:

• Positive perceptions of Atria increased by 12 percentage points

• Purchase preference increased by 21.6%

• Agreement with the statement “Atria uses Finnish ingredients” increased by 21.7%

• Agreement with the statement “Atria’s products are made in Finland” increased by 14.3%