Matkanalen (The Food Channel) by Arla is an inspiring platform for millennials who watch more food content than they actually cook food for themselves.
The channel grew bigger than all its Nordic competitors, within less then a week from launch.
Read more:
https://www.resume.se/nyheter/artiklar/2019/10/18/arla-lanserar-youtube-kanal/
https://www.dagensmedia.se/marknadsforing/medieval/sa-ska-arla-na-unga/
The strategic purpose of the project was to show that cooking doesn’t have to be stiff and pretentious like on TV. By embracing YouTube tonality and inviting popular YouTube creators we made home cooking relevant for the audience again.
Arla is the the largest producer of dairy products in Scandinavia and uses the content, stories, recipes and talent from the channel to inform all their other digital activities, targeting younger audiences.