LIVSMEDELSFÖRETAGEN→CO-CEO

Sweden’s food industry needs a new generation of talent, and young people struggle to find jobs. Yet, their eyes are set on cool start-ups rather than the food sector. 

To reignite their interest and prove that the future of work lies within one of Sweden’s most vital industries, Livsmedelsföretagen (The Swedish Food Association) launched CO-CEO. A national campaign where iconic brands Estrella, Polarbröd, Löfbergs, Sevan, and Arla invited 18–26-year-olds to share the CEO chair. The only requirement? 100% passion.

We led the work from insight and strategy to idea and integrated rollout across earned, paid, and influencer channels. The campaign sparked nationwide media attention, generated 450+ applications, and increased interest in working in the food industry by 21 percentage points in the audience (from 41% to 62%). 

‍