Case study

Halden

A freezer brand that everyone thought was a ready meal brand.

Hands stirring a pot of vegetables on a hob

What we shot

Sixty pieces over three months, all of them someone cooking with one product rather than eating it. Halden’s old ads showed a finished plate, which is why people filed them next to ready meals. We shot the ten minutes before the plate instead: frozen peas into a pan, a bag of spinach into a sauce, a weeknight dinner built around one thing from the freezer. Saves tripled because a recipe is something people keep.

The first month was uncomfortable because it looked nothing like our old ads. The second month we stopped making the old ads.

Marta Lindqvist, brand lead

All case studies

pieces delivered

Three months

over

3.2×

saves per post, month three against month zero

£11

cost per piece of saved content, paid media excluded