How do you get people to think of Milda spread as the first choice of ingredient when baking for Christmas? Well, you build the largest ginger bread house in Sweden.

The house was built during the night at the Stockholm Central Station, and pitched to media in the morning. This resulted in curious and surprised reporters, reporting online, as well as in print and above all: national television. Four Swedish celebrity moms, who all have blogs at mama.nu decorated smaller versions of the house, in front of the original one at the Central Station. Thousands of passengers photographed and filmed the event, and later uploaded the material to their blogs, Twitter, Facebook and other social media sites.

First of all, the market share of Milda increased.The media coverage was extensive in both national and regional TV and print, trade press and created a buzz in social media.Approximately 120000 visitors per day came to Stockholm´s Central Station - 100 children decorated their own gingerbread cookie- 2500 children was photographed with Santa Claus - Approximately 400 number of pictures of the gingerbread house were taken per hour, 13638 in total between the 20-22nd of NovemberMilda also handed out 4800 Christmas recipe-folders,4 900 discount coupons, 2000 Christmas cards, 4200 Milda gingerbread cookies and 1000 regular gingerbread cookies