For the launch of new organic products in Kung Markatta's range, I've created campaign content aligned with the brand's values and visual tone. With a focus on comforting dishes, incorporating vibrant produce and rustic styling, the concept of plant-based convenience foods is elevated and associated with notions of everyday wellbeing. The materials I have created for Kung Markatta span several campaigns and launches and have been used widely across different platforms and media, from SoMe to web and print to press releases.

Around 12% of Sweden is now vegetarian. Despite current “greener” food trends and awareness, there are still misperceptions about the “comfort” value to be found in plant-based meals. Additionally, the quality of nutritionally sound frozen foods is sometimes unfairly perceived as being subpar. Kung Markatta has been committed to promoting “green food" and sustainability since its inception in 1983, and is in a prime position to leverage its heritage whilst elevating the perception of "halvfabrikat" options in its range.

I incorporated vibrant fresh produce into the styling of numerous shoots, preparing reimagined hearty comfort-food recipes (such as Steak Diane) with Kung Markatta's pre-packaged and frozen food products. The recipes were simple, somehow familiar, and time-friendly. Kung Markatta’s "halvfabrikat" organic, plant-based products were the hero ingredients, and fresh produce added visual vibrance and alignment with "green food" trends. In this way, it was possible to illustrate the promise of convenience whilst also highlighting nutritional and comfort/taste value.

Art Direction, Styling, Photography, Recipe Creation/Writing, Videography, Editing

Content Strategy & Project Management | Sara Håkansson