årets - årets - årets - årets - årets -
kock - kock - kock - kock - kock - kock

Background
LA+B has worked with Årets Kock as a strategic, graphic, and production partner since 2018 when the brand needed a pick-me-up as followers and brand awareness were declining.

Thinking
We began with a series of workshops and dialogues about purpose, goals and target group. A clear vision was set along with activations for relevant channels and target groups with the purpose of establishing ÅKs place as a thought leader in Sweden,  increase the traction of the culinary profession, especially within younger target groups and increase top of mind status as the most prestigious championship to win as a culinary professional.

Doing
Our experience design was both digital and analogue with a number of activations along with social media campaigns and PR work leading up to the main events at the Royal Tennis Hall 2018 and Annexet 2019. The main events featured a vibrant competition arena with presenters and jury, but also peripheral activations such as themed lecturers, seminars, press rooms, B2B and B2C fairs. Everything was activated digitally in the form of webcasts and social media streams. During year 2, a new brand book was produced with an updated visual direction for events as well as digital and analogue material.
 
Results
During the preparatory events, new digitally registered members turned out well above the set targets. Target group interest increased significantly during the following campaign work along with median audience pre and brand recognition.