Research from Swedish Food Administration says kids don’t eat enough fish. We decided to challenge the myth that kids don´t like fish. It turned out that the parents are the problem. Parents think cooking fish is complicated. But how hard can it be?

When Abba Seafood launched a new series of products made to use with fish we gave the kids the chance to turn the table, and prove their parents wrong.

We turned our main insight into the idea of letting kids run their own fish restaurants, open for public, where they did all the cooking and serving all by themselves.

A seven-year old chef and a four-year old headwaiter, together with colleagues of similar age became Sweden's youngest restaurant managers. The purpose of Kids’ Kitchen was not only to tell how easy it can be to cook fish – but to prove it.

The restaurant was fully booked and Sweden’s leading media covered the news of the opening. The total reach was 6.3 million (population 9.3 million), which equals an ROI of 435%.

Sales of the new products beat all expectations with over 3 million products sold and became the best-selling product in the category.

Watch the case video: https://vimeo.com/58734876