{"id":4893,"date":"2024-04-14T10:37:17","date_gmt":"2024-04-14T10:37:17","guid":{"rendered":"https:\/\/spoon.se\/case\/how-we-established-blue-dragons-new-brand-in-sweden\/"},"modified":"2025-11-14T11:16:49","modified_gmt":"2025-11-14T11:16:49","slug":"how-we-established-blue-dragons-new-brand-in-sweden","status":"publish","type":"case","link":"https:\/\/spoon.se\/en\/case\/how-we-established-blue-dragons-new-brand-in-sweden\/","title":{"rendered":"How we established Blue Dragon’s new brand in Sweden"},"content":{"rendered":"
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Food on social media – a crowded market<\/h2>\n
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With its new graphic identity, Blue Dragon wanted to strengthen its brand profile on social media by showcasing delicious and easy-to-make food. But with thousands of cooking videos already on TikTok and Instagram, how do you stand out and capture people’s attention? <\/span><\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n

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The challenge<\/h2>\n

Blue Dragon is well-established in the Asian section of any Swedish grocery store. Its vision is to enable anyone to easily cook authentic and flavorsome Asian food at home. Spoon’s mission was to create a social media campaign that would raise brand awareness and launch Blue Dragon’s new visual identity in the Swedish market. <\/span><\/p>\n<\/div>\n <\/div>\n\n

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The insight <\/h3>\n

In the aftermath of a recession and high inflation, more people are choosing to eat at home instead of at restaurants. We also noticed that all food-related content on social media looks the same, focusing on cooking rather than eating. So, we decided to create a campaign that showcased the joy of eating Blue Dragon’s products in the comfort of your own home \u2013 where impeccable table manners, silverware, and white table cloths are not required. <\/span><\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

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The solution<\/h3>\n

We found the answer in the “Eat your way” concept. Inspired by the mukbang trend, where people live-stream themselves eating large amounts of food, we created three videos featuring some of Blue Dragon’s key products, with a strong emphasis on gorging. <\/span> With this concept, we wanted to<\/span> capture viewers’ attention and convey the sense of satisfaction and enjoyment that comes from food made with Blue Dragon’s products.<\/span> We chose to do what no one else was doing \u2013 let the audience get closer to the sensation of tasting the food.<\/span> <\/p>\n

To maximize the campaign’s reach and engagement, we collaborated with food influencers who had previously shown interest in Blue Dragon’s products and who had matching target audiences. <\/span><\/p>\n<\/div>\n \n \n <\/div>\n

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