A clever campaign more than doubled sales.

As the saying goes, you can only launch once. In the launch of Apetit’s new frozen pizzas, many things fell into place. The most important was the strategy, which instead of focusing on generic arguments (taste, quality, ingredients, etc.), highlighted a seemingly irrelevant one: the factory’s location in Pudasjärvi, Finland (Pudas Lake). This decision guided everything else: naming, packaging, story, and advertising. Everything revolved around one unheard-of place – Lago di Pudas. The name led to a story that also revealed the relevant arguments like delicious taste and local origin. The campaign, which stood out from competitors, showed results in both the short and long term. Sales quickly more than doubled and have remained permanently much higher than before.