Dansukker

Inspiration in digital channels

Nordic Sugar produces one million tons of sugar per year and is the market leader in the Nordic and Baltic countries. In retail their wide range of sugar products is marketed under the Dansukker brand.
Dansukker’s biggest competition is not other sugar brands. Instead, they have to meet the challenge of people choosing substitute products – or simply no sugar at all.
Here, ID’s mission is to use digital channels to inspire the use of Dansukker’s products in private kitchens. The primary target group is women 25–50 years old.

STRATEGY

Be inspiring, in the right way, at the right place, at the right time.

AN INSPIRATIONAL SITE IN NINE DIFFERENT LANGUAGES

New recipes are published continuously on Dansukker’s site, where we adapt the content to each country’s traditions and celebrations.

FROM ZERO TO 30,000 FOLLOWER IN 3 YEARS

The main ingredients on Dansukker’s Facebook page are seasonal tips and recipes, product news and competitions. But it also works as a channel for consumer contact and the visitors’ own contributions.

RECIPES DIRECTLY IN YOUR MOBILE

More than every second visitor to dansukker.se uses their smartphone. Dansukker’s recipe app is a handy everyday tool available in seven languages.

EXPERIENCES AND IN-DEPTH READING ON THE IPAD

In 2012, we launched the first issue of Dansukker’s inspirational magazine for tablets. Here we offer in-depth reading while the delicious food photography really can come into its own.

FANS’ OWN CONTRIBUTIONS

With recurrent competitions on Instagram and Facebook, we encourage our followers to share their own creations. The Christmas Competition of 2013, marketed only in Dansukker’s own channels, resulted in hundreds of entries.

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