General information

Campaign objectives: SOK wanted to launch new ready-to-eat products for their grocery stores, focusing on high TV audience reach and number of sold items.

Context

Most of the time it can be very difficult for food vendors to get their products onto the shelves of big supermarkets. TV has the potential to fulfill the dreams of food entrepreneurs, providing them with that valuable opportunity of demonstrating food.

Creative Minds

The concept revolved around creating a branded content TV series consisting of 10 episodes. The show was called The Finnish Success Recipe. This campaign stood out due to its remarkable success in achieving high viewership and the successful product launch for SOK. Their team, consisting of three dedicated members, worked on this project throughout most of the year. The result was a win for everyone involved, SOK and the audience were pleased with the show, making the team very proud of their efforts.

The campaign was developed and delivered through a collaboration between the sales and programming departments within MTV. Key figures in this effort were Mr. Janne Vakio, who served as the executive producer, and Mr. Juho Ukkonen, the commercial producer. In addition to the internal teamwork, the campaign involved a partnership with SOK, a part owner of the TV format.

Campaign video

Results

The campaign deepened their partnership with their biggest client and garnered impressive audience figures, averaging over 6 TRP (Target Rating Points) in the Target group 25-64 y.o. per episode. This exceeded their targets by 20%. Another unexpected outcome was the remarkable popularity of Bakerika’s Salted Chocolate Chip, which set a new sales record for The Finnish Success Recipe’s history by almost doubling the sales in the first five days compared to previous seasons.

The client expressed immense satisfaction, noting that the Finnish Success Recipe TV format has produced some of the most interesting and popular annual product launches on grocery store shelves over five seasons. They highlighted how the 2024 winner, Bakerika, achieved unprecedented success, and the 2023 winner, Smokehouse, also performed exceptionally well, reaching the top five best-selling ready-to-eat meals within a week of launch.

The campaign demonstrated that the show’s competition is a unique platform for new products to gain significant visibility and access to SOK Group’s store shelves. The client, SOK Group, particularly appreciated the proactive approach of partners like MTV Finland emphasizing that the program holds significant importance and garners nationwide excitement.

A key takeaway from the campaign is that long-lasting, deep cooperation with clients can yield new, beneficial results. They plan to continue this successful partnership, with the next broadcast season already scheduled with SOK and the Finnish Success Recipe. This collaboration has proven scalable and promising for future campaigns with other clients.