Lantmännen AXA Cerealia – När det känns naturligt

  • PR: Maja Szokolay
  • SK: Emma Karlström
  • GM: Celine Hundt
  • PL: Julia Krieg
  • DDS: Mindy Tallbo
  • CD: Julia Eklöf
  • AD: Almy Kjellberg
  • Copy: David Dahlgren

The Company

AXA is an oat mill company that has been putting healthy breakfasts on the
table for over 100 years. They are primarily known for their good quality
oatmeal, but they also make Cereal.

Background

AXA Cereal asked us to create an ad campaign that gets Gen-Z to try their
products. The problem is: most of Gen-Z don’t follow traditional meal times, they eat
when they feel like it. And they only care about brands that engage with their
emotions and lifestyle. So in order to accomplish the task. We have to show
Gen-Z that AXA Cereal is more than just a breakfast option. In a way that
emotionally engages with them.

Solution

We created the campaign: När det känns naturligt (when it feels natural).
Showing Gen-Z that they should eat cereal when they feel like it, not when the
clock says breakfast. A campaign that adapts the AXA Cereal brand to the
lifestyle and behaviours of current day cereal eaters, because it’s only natural.

Our sponsors

Speak Mindfully, Sip Responsibly

Words carry weight – so do our choices. At the State of Words, we encourage conscious communication and conscious consumption. Beverage sales are restricted to guests over 18, and a range of non-alcoholic options will be available – because every participant should feel welcome in the conversation. For more on responsible alcohol habits, visit IQ.se.

We’re excited to let you know that an upcoming event at Berghs will be both photographed and filmed. The content captured will be used for communication and marketing purposes across our channels. If you prefer not to appear in any footage or images, please let a member of our team know on-site. Thank you for helping us share the energy and creativity of Berghs with the world!