Västerbottensost.
A Swedish Cheese Brand.
Many Swedish people consider it the king of cheese and demand for it has often outstripped the limited supply. It has also been served as part of the Nobel Diner, and other Royal diners. For this reason, it is roughly twice as expensive as other types of aged cheese.
In Sweden, Västerbotten cheese is considered a must-have for the late summer crayfish party and is also eaten together with the traditional dish of pickled herring, year round. It adds a distinctive flavour to the highly popular Västerbotten cheese pie, or västerbottensostpaj, as it is known in Sweden. Its filling consists of Västerbotten cheese, cream and eggs, and black pepper.
The pie is eaten widely in Sweden, especially during the celebrations of Christmas, Easter, Midsummer and during the crayfish season in August.
The Brief
To directs the brand home consumer target group, which is a person with an average age of 36 who earns a bit above average and works hard to create the life they want, and who is happy to pay more for good quality. They are interested in eating and cooking good food and are inspired by cooking programs, blogs and podcasts.
In addition to these ... a younger target group that is not yet more clearly defined. We also see a possible secondary target group in KAM and B2B customers where the brand home can function as a flagship and build the brand.
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Target
Västerbotten cheese sees a need to meet the expectations of both older and younger target groups, where both must find what they are looking for.
The brand home should attract visitors in itself, without having to draw traffic from campaigns or other traffic that costs.
Solution
We benefit from 9 out of 10 visitors looking at recipes.
We build the entire brand home with this insight.
We can call the strategy "Recipe first", where we let the traffic to the recipe be the hero,
to then inspire a visit further into the world of Västerbotten cheese.
Data
Analysis
1.6M
Had visit the website in 2020
90%
of visitors viewed the recipe section
5%
Visit the homepage from search, campaigns or directly
3%
Visit history, production, etc from search or links
Early Research
Brain Storming
Site Map
Wireframes. Mobile App. Desktop.
Desktop Menu
Ingredient Recipe Filter
Random Recipe Generator
Cheese Gallery
Timeline Scroll
