How do you get more Swedes to discover their love for authentic Italian cheese? Together with the Italian Trade Agency, we created Formaggio Club – a campaign that treated Italian food tradition with the seriousness it deserves, but with a wink.
Italian family dinners are known for warmth, conversation, quality ingredients, and plenty of Italian cheese. Our goal was to show that Italian cheese can turn any dinner into something truly special.
We launched @formaggioclub on Instagram – a hub for recipes, cheese knowledge, and Italian food inspiration.
We teamed up with food creator Siri Barje for the campaign. Her mission:
- Create cheesy recipes and mouthwatering content
- Be the sender of an influencer gift filled with Italian cheeses
- Design a special cheese-focused menu for a takeover at the restaurant Morfar Ginko
- Host a dinner with some of Sweden’s most prominent food personalities
The takeover at Morfar Ginko was a huge success. Over 100 paying guests kept the restaurant full all night, while influencers and Italian profiles – including Italy’s ambassador to Sweden – enjoyed Siri’s cheese-filled menu in the restaurant’s beautiful chambre séparée.
A generous cheese basket was sent to selected influencers. Who could say no to such a luxurious treat on a dark autumn evening? 20 profiles with a combined reach of 2.7 million followers shared their cheese experiences.
Press materials featuring autumn recipes were produced and sent to food and lifestyle media. Outlets like ELLE Mat & Vin highlighted the delicious Italian pizzas.
The Formaggio Club campaign was a hit – reaching over 3 million people and resulting in a fully booked night dedicated to cheese at Nonno Ginko.
A big thanks to ITA for a fun, tasty, and successful collaboration!
