Abba Food Middagsklart: Kids' Kitchen

This campaign promoted a new sauce range from Abba Seafood, a Swedish fish products company. It was targeted at time-pressed parents who perceived cooking fish for dinner as complicated and stressful.

Abba Food Middagsklart: Kids' Kitchen

Prime Stockholm

Advertiser: Abba SeafoodBrand: Abba Food MiddagsklartCountry: Sweden

Objectives

The debate about children's poor eating habits is continuously an issue. Research from the Swedish Food Administration shows that kids do not eat enough fish. One of the Administration's recommendations was that children should eat more fish, preferably 2-3 times a week.

Despite this clear evidence, many people, especially parents, refrain from cooking fish, simply because it is perceived as time consuming and difficult to cook. When Abba Seafood launched a new product series made to be used with fish,...

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