The world is constantly changing. The increased awareness of environmental and health-related issues has led to a decrease in the consumption of meat, and various diets are more and more often seen as part of comprehensive well-being. In order to succeed in this new and rapidly changing environment, Arla’s Apetina cheese needed a new brand image and a new way to reach out to its target group. Arla’s ambition was to upgrade the Apetina cheese from a simple salad cheese to a modern and versatile cheese and strengthen its image as a cheese for both formal events and everyday life.
During the project, we studied the mindscape of the consumer and the role of cheese in cooking as well as Apetina’s brand image. To facilitate as comprehensive an analysis as possible, eight people who enjoy cooking and who had already used Apetina products were selected as informants, i.e. interviewees. We began our ethnographic interviews by discussing the topic with the informants, initially at a general level but later on at a more concrete level. Through mapping the general level, we were able to identify the unidentified needs of the consumers organically and naturally, and to understand the role and meaning of the cheese. Our team was also able to dive into modern and comprehensive well-being and its significance – abandoning absolutism, building personal wellbeing and its building blocks. In the interviews, we also discussed the strengths and weaknesses of the product; the drivers and obstacles. The interviewees were asked to complete a task in which they described their cooking and meals over one week. During the in-depth ethnographic interviews, we went grocery shopping with the interviewees and cooked together as part of the interview situation.
Ultimately, we found both drivers and obstacles. We mapped and analysed the place of Apetina cheese in a world where modern well-being is synonymous to comprehensive well-being. The targeted self-image of the target customers was harnessed through the brand image and promise of the product. We understood that Apetina appeals to the target consumer audience as a surprise-free facilitator of everyday life, but requires more attractiveness if it is to be raised to the next level. As the emotional bond between customers and product was missing, we recommended using storytelling through visual and verbal communication. The role of Apetina products in the zero waste movement was also noticed, and it was recommended that this be focused on more. Through our analysis, we found a product family that is both reliable and full of possibilities.