Kruunu Herkku makes a splash with mash
A cheeky nod to mashed potato
Kruunu Herkku prepares ready-made meals for both households and food industry professionals. They turned to us with the goal of increasing awareness and enhancing their brand image across both consumer and food service sectors.
With a 25 year history, the company stands out for its quality, ease, and reliable partnerships. But before engaging in conversations about these strengths, you first need to grab the customer’s attention—and that’s where a well-executed campaign comes in.
People are typically drawn to products before they connect with the brand itself. Just like Saarioinen is known for its liver casserole, Valio its Aura cheese, and Atria its smoked sausage, we wanted mashed potatoes to become synonymous with Kruunu Herkku. It’s one of the company’s most beloved flagship products, and highly regarded.
In our campaign, we crafted with a no-nonsense cheeky nod to mashed potatoes, celebrating and drawing attention to what is arguably Finland’s best mash. Through playful visuals and provocative statements, the campaign highlights this standout product in a way that sparks curiosity and conversation.
Many of today’s trends emerge from everyday things often considered mundane. At their best, they can even achieve a cult status. That’s why diverse channel choices and bold expressions were key to amplifying the campaign’s reach.
Thought-provoking messages, combined with a distinctive visual identity tell the story of the potato in a memorable way. The photoshoot was organized in collaboration with Huhu Digital.
“Working with Ahooy has been easy from the very beginning. They understood our needs in relation to our future goals and they helped us break free from old-fashioned thinking and embrace new ideas. It’s a fantastic campaign that we are proud of—and we wear our mashed potato shirts with pride.”
Niina Nikulainen
Sales and Marketing Director, Kruunu Herkku
The heart of the mashed potato campaign is the adaptable landing page which was designed to be repurposed for future campaigns. This makes it easy to relaunch and spotlight campaigns repeatedly, turning it into a sustainable marketing tool for Kruunu Herkku.
Are you ready to taste Finland’s best mashed potatoes?
