During the summer of 2017, Spendrups’ largest organic beer brand Norrlands Guld Ljus was sponsoring Sweden's most influential – and climate neutral – music festival Way Out West for the fourth time. Spendrups´ wanted to:

- Use the festival sponsorship to further establish Norrlands Guld Ljus position as an organic beer.

- Prolong and increase the effect of the festival sponsorship before, during and after the three day event.

- Create reach within the target group to help drive sales of Norrlands Guld Ljus during the important summer season.

The pizza – Chiara Organica – was launched in May through a launch event at the pizza place 800°, where journalists, influencers and people connected to the Way Out West festival was invited. Pizza deliveries and vouchers were also sent out to journalists and influencers during launch.

With a very limited media budget of € 25,000, spent solely on Instagram and Facebook, the communication was driven by PR, social media and word-of-mouth. At launch we reached out to influential media within music, food and beverage, lifestyle and sustainability in Sweden and internationally. A video optimized for social media was produced as hero-content, and the initiative was communicated through PR, in social media and through the festival-partners’ channels.

At the music festival Way Out West we built our own pizza place in collaboration with 800°, and 12 people worked shift to deliver pizza slices to curious visitors.