By cooperating with the food - and bakery blogs, we wanted the blogs to co-create unique and high-quality branded content, use the blogs to seed the content to the target groups and drive traffic to our campaign site. Therefore we created an exciting and engaging competition for the bloggers. The winner, chosen by a distinguished jury, would win a trip to Copenhagen and a dinner in the world’s best restaurant - Noma.The bloggers were given detailed instructions how to create the recipies in order to create visually attractive campaign site and branded content.As planned, the bloggers were so excited they promoted their own entries in their media space and reached their audience with our campaign messages and drove traffic to the official campaign site where the consumers voted for their favourite Perfect Match.

Paulig’s Speciality Coffees entered the market in a unique way through the food-trend-setting blogging scene.40 Finland’s most significant food bloggers, which covers approximately 85% of biggest Finnish food blogs, took part in the Perfect Match contest.Nearly 100,000 high-quality contacts visited the campaign site, and 50% of the site’s traffic came trough social media.

Trial of Paulig’s new specialty coffee products rose a staggering 260% and the overall awareness of all Paulig´s specialty coffees increased over 80%.

Sales went up directly from the beginning of campaign at the key stores which reach early adapters of food and drinks.