Our work with Swedish Food Federation.
Exploring new ideas about what we eat to feed a growing population and save our planet.
Insight.
Sweden has one of the world's most sustainable food industries.
The Swedish Food Federation – an industry organization with about 800 member companies from Arla and Absolut to Oatly – wanted to start a much-needed debate about the future of food and Sweden’s solution. How could we share our knowledge, and increase the competitive edge for Swedish food?
Our inspiration was the story of Magnus Söderlund, a Swedish academic who presented a study where 8% of the people who were questioned said they would consider eating human meat products acceptable.
We used an anchoring strategy positioning the future of food within reach (lab-grown meat solutions are already on the market), but we make this unpalatable enough to start a debate and favor less unpleasant but equally sustainable and feasible sources of protein: the Swedish Food Federation food practices can feed the world without destroying it.
We engaged opinion leaders within culture (film festival circuit), business (venture capitalists), media (selected elite media in selected segments), and food industry (targeted efforts) to establish Swedish food on the agenda.
Case study.
Head of Communications
Swedish Food Federation
Jimmy Sandell
“The idea was executed in a way that both gave us global reach, raised awareness of Swedish food production, and made all members of the organization feel included and proud of our work."
Taking creative spark from the story of Magnus Söderlund, a Swedish academic who presented a study where 8% of the people who were questioned said they would consider eating human meat acceptable, we blurred the line between reality and fiction with “Eat A Swede.”
The mockumentary follows Karlsson’s clumsy yet determined attempts to launch actual Swedish humans as the new meat for a sustainable future. His ideas are met universally with shock and revulsion when they try what they believe to be human lab-grown meat.
Part edutainment, part mockumentary, the film explores the changes needed in the food industry in order to feed a growing population and save our planet.
And, to be clear, the film’s purpose is ultimately to turn the Swedish Food Federation's sustainability commitment to full fruition (Swedish food producers are already shifting to sustainable production as a result of equal parts innovation, technology, research, cooperation, and hard work).
Not to serve up an actual Swede for dinner. Sorry, Professor Söderlund.
