Revitalizing a classic Danish brand

With its iconic ice-cream trucks, Hjem-IS has been delivering ice cream to doorstep across Denmark for the last 43 years. Now, after multiple ownership changes, the company is part of Mejerigaarden A/S who also owns Premier Is.

Hjem-IS

The task

Traditionally, Hjem-IS’ distribution system provided a unique advantage. However, increasing competition and changing demands made it necessary for the ice-cream producer to gain new insights into the market and identify a strategy for establishing and maintaining a strong brand position.

Using consumer insights to reconnect with the market

An in-depth survey of 3,000 respondents provided insights into different market segments, purchase preferences, people’s relationship to Hjem-IS, and which potential brand direction would resonate most with consumers.

Revitalization through a new strategic direction

By uncovering consumer preference, the survey created the foundations for a restructuring of the brand values, product mix, product design and brand position. Furthermore, the insights allowed Hjem-IS to define its optimal future brand position.

Securing the future position of the brand

To support the brand restructure meant developing new product packaging, a new communication platform and a new brandbook – the latter of which included updated product visuals. The updated packaging places more prominence on the quality of the ingredients to incorporate the new core brand values of Hjem-IS: Quality, Danish heritage, local service, and real cream.

Hjem-IS – the sound of Danish ice cream

In line with the identified brand position, a revitalized Hjem-IS brand was brought to market with a new campaign. By communicating the new payoff: “Ding ding! The sound of Danish ice cream”, the campaignworked to reposition the brand by tapping into the excitement that comes from receiving Danish ice cream – made with high-quality cream – straight to your doorstep.

With a new communication platform, updated product design, and new campaign, the project created a solid foundation for the future development of the Hjem-IS brand. In addition, the project helped set a clear, future direction for the brand image and marketing system to increase customer conversion and retention.

What we delivered

Extensive consumers insights
Updated brand position and brandbook
New communication platform
Updated logo and product design
TVC and social media elements
Go-to-market strategy and media plan

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Want to know more?

Kristine Gye

Consultant