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Food Trends 2020 is available now
Where will the growth come from?

Where will the growth come from?

 

Become better equipped to see new perspectives

We live in a time when continuous innovation is a necessity and strong brands are dynamic brands. Food Trends 2020 will make you far better equipped to see new perspectives and incorporate them in new contexts, concepts and product ranges, and not least in the staging of your brand and product.

Food Trends 2020 is our guide to the trends that are influencing the behaviour of food consumers – now and in the years to come. 128 pages of exciting reading packed with insights, perspectives, data and strategic reflections.

Innovation anticipates the values of the future

Although none of us knows the future, following new tendencies and trends can help us predict the paths consumers will take, how their behaviour will change, and what we’ll all be buying in the coming years.

IT’S ABOUT FOLDING THE FUTURE BACK INTO THE PRESENT
Innovation is about seeing developments from different perspectives. We need to understand how the world around us acts. While some tendencies are already strong, others are still weak but have the potential to change consumer behaviour and create new business opportunities. That is why it is important to focus on food trends.

Different trends in one product

Our experience shows that the strongest food brands and the strongest communication are created by incorporating different trends into the same concept. This gives the brand more breadth, depth and robustness, and at the same time makes the concept more targeted, so it is as relevant as possible to as many consumers as possible.

How to use the book

The book is a qualitative study based on extensive field and desk research, enabling readers to see the food trends in a wider perspective. This means its insights will be relevant to you whether you work in the production, retail or food service sector.

You can use the book to see contexts, understand consumer behaviour, identify new opportunities, facilitate innovation processes, find gaps in the market, develop products and enhance your sales work. The book outlines 11 food trends grouped around the themes of health, lifestyle and enjoyment, and attitudes to food.

Want to get your hands on the book?

WANT TO KNOW MORE?

We would be happy to visit you to present the individual trends and chat about how our research can help you.

Contact Food Planner Hanne Harbo:
harbo@nmic.dk or +45 2029 2978

Amazon: Here's how to get started
A growth engine for your business

A growth engine for your business

Amazon – a growth engine for your business

Amazon is one of the largest retail sales channels in the world.  Whether you are selling your product in Denmark or abroad, Amazon can be a growth engine for your business.

Over a quarter of Danes already buy from Amazon – and that's despite the fact that Amazon hasn't even officially been launched in Denmark yet.

Amazon is by far the dominant actor in e-commerce in both Germany and the UK.  While Scandinavian brands and designs are among the fastest-growing on Amazon.

Digital marketplaces

At Nørgård Mikkelsen, we always strive to be the best at impactful marketing, and that of course applies to Amazon as well.

Today, digital marketplaces like Amazon are among our core competences, both when it comes to strategic advisory services and the daily work on the platform. Through Børsen Uddannelse's master classes, we continuously train Danish companies in how to use Amazon, and we also have a strong strategic partnership with Finc3, Germany's leading specialists in the field, which constantly reinforces the broad scope of our work.

 

 

DATA ANALYSIS
Analysis of potential  |  Performance analysis   |  Optimization and evaluation

ONBOARDING
Strategy and business plan   |  Account setup   |  Product import    |
  Advice on VAT, customs, logistics etc.

 

CONTENT
Texts and translation  |  Keyword optimization   |  Pictures and A + content   |   Dialogue and reviews

MARKETING
Keyword advertising  |  Brand advertising   |  Brand Advertising   |   Display
 

Download our 5-step guide

Amazon is already the second-biggest actor in e-commerce in Denmark, and this is despite the fact that they have yet to formally launch in the Nordic region. Perhaps the platform seems like a sure success for your product, but with more than a billion competitors for customers' attention, you risk wasting both time and money by approaching the task in the wrong way.

Download the guide here:

Getting started with Amazon

Get in touch with us and let us help you get your Amazon sales off to a good start. We tailor a complete roadmap for your business, giving you the greatest possible success on the platform.

Kasper Kjærsgaard Jensen
+45 2284 0454   |   kasper@nmic.dk

Jeppe Hamming
+45 7199 0920   |   jeppe.hamming@nmic.dk

 

Kohberg: New brand strategy
We elevated the perception of the quality

We elevated the perception of
the quality and increased the preference

NEW BRAND STRATEGY IS BASED ON STRONG INSIGHT

Kohberg finds itself in an extremely competitive bread market with low consumer involvement and relatively little differentiation between brands. At the same time, consumers imagine industrial robots and "factory bread", not quality and craftsmanship, although the truth is that all Kohberg bread is baked by real bakers - just on a slightly larger scale than the baker around the corner.

The untold story

In collaboration with Kohberg, we developed the new communication platform "We Are Bakers", which has succeeded in strengthening the master brand and helped give it a clearer identity. The essence of Kohberg's storytelling is now that all bread is baked by real bakers, and the communication platform focuses on values ​​such as quality, authenticity, local "heritage" and genuine craftsmanship. Naturally, all TV communication is based on one of Kohberg's own bakers.

We simplified the task: Everyone needed to know that Kohberg is a bakery where real bakers bake really good bread.

Greater impact on super market shelves

One strong kohberg brand

In continuation of the new brand strategy, we went from many sub-brands to one strong Kohberg brand. The new design has a distinctive black and white checkered pattern inspired by the checkered pants worn by bakers. It is a simple and recognizable design, and the use of strong brand assets such as logo, the baker’s checkered pattern, and the bread’s designer wrapping exude quality, freshly baked bread and craftsmanship. This has given Kohberg a stronger impact and positioned the brand so that it now stands out on the shelf.

The goal of "We Are Bakers" is to make consumers think: "Kohberg - the ones with the real bakers.” We are aware that this requires continuous communication. Therefore, we also welcome the fact that, after a few weeks, people get our message, so that consumers now associate Kohberg with bread baked by bakers at a bakery that uses Danish flour. At the same time, we know that 70% of the target group knows our pay-off: “We Are Bakers”. We are pretty happy about that.

Britt Hougaard, Head of Marketing & Communication

Matas: Launch campaign
Humorous BEAUTY-UNIVERSE is a major digital hit

Humorous BEAUTY-UNIVERSE
is a major digital hit

ALIVE AND INSTA-FRIENDLY PROFILE

Plaisir Young Skin is targeted at women in their 20s. As to skin care, this is an overlooked target group, as the industry has generally focused on the impure skin of the teenager and the mature woman's worries about wrinkles. Thus, the challenge was to create a design and a universe that would appeal to a new target group – a target group with a busy schedule, a ditto timeline and a critical attitude to anything suggesting conventional advertising.

The premise of this strategy was a universe that would primarily work on Matas' own platforms and, in particular, on social media. Hence, top models and pseudo-scientific promises of efficiency were rejected in favour of an attention getter represented by playful and live elements accompanied by cheerful music – focused on essentials expressed in brief #-texts.

A YOUNG DESIGN

Quite in line with the spirit of the target group, the products contain neither perfume nor other superfluous chemistry. Our design is simple and graphic. Though retaining references of the mother brand's rhomb-shaped graphics, it stands out with an identity of its own – an identity targeted at the young.

ALWAYS IN MOTION

The universe was developed to facilitate easy production of small and unpretentious stop-motion films that will be effective on the digital media. All is handmade – no cheating! (Bonus info: It took two men and an AD one long weekend to fold Flamingo, Pineapple and Camera, and 150 different rhombuses.)

"It is a universe that works terrifically on the social media as it is constantly in motion and as it is so very different from other skin-care series. Succeeding in generating growth – not only with respect to the new products, but for the entire series in general, Young Skin has provided a boost to the Plaisir brand."

- Dorthe Vaabengaard, Brand Manager, Matas

Rynkeby: Brand campaign
It is wiser to make sense, than making a good offer

People remember, what you make them feel

The strongest juice brand of Denmark is under pressure

New competitors are popping up and running constant price promotions in stores, and consumers don’t know why they should choose one juice rather than another.

Together with Rynkeby, we therefore decided to return to the company’s core values and take a more emotional route. That’s why you won’t see a single Rynkeby product in the new Rynke advert. But you will see the kinds of values Rynkeby stands for – and how you can help make a difference.

The motto “doing good” must be practised, not just preached

“Secret Friend” is a simple story about how, by choosing Rynkeby, you’re not just doing something good for yourself: you also support Team Rynkeby and the fight against children’s cancer.

The advert is based on Rynkeby’s new brand platform, where we’ve made “doing good” the focal point. We’ve done so based on the conviction that it’s more powerful and valuable to express what you’re passionate about than to employ tactics or USPs that can easily be copied.

For Rynkeby, “doing good” isn’t a marketing stunt.

It’s a basic belief that everything you do should help make the world a little better. This applies to everything from the way Rynkeby makes its products to its support for Team Rynkeby.

Rynkeby covers all Team Rynkeby’s costs, so everything that’s collected can be passed on directly. Through the years, this has amounted to 209 million kroner.

1.5 million views in two weeks

If you have a story that makes sense to the target audience, you can give it wings on the internet. After 14 days, “Secret Friend” has had more than 1.5 million unique views and received many positive comments.

There’s no doubt that we’ve struck a chord with our emotional approach. Although we don’t say a word about products or quality, after watching the advert no less than 33% of consumers say they are willing to pay more for a product from Rynkeby.

Jørn Falk, Marketing Director, Rynkeby

Welsh Lamb: Brand campaign
Lambs-Live – The art of telling a story without words

Lambs-Live – The art of telling a story without words

A strong brand narrative

Welsh Lamb is a premium product with a unique story to tell. A story about animal welfare, quality and wild nature. The lambs are bred according to traditional farming methods, with minimal human interference, spending their whole lives under the open Welsh skies. This is why Welsh Lamb has been awarded the coveted status of Protected Geographical Indication.

But with increasingly busy consumers and the intense battle for their attention, the challenge was to cut to through and let the unique brand story come to life.

“Lambs-Live”

For 3 months we streamed live – all day, all night and every day of the week, from two different hill farms in the Welsh highlands, where the lambs are bred. The purpose was to show the product in its purest form and give the customers a front row experience of the unique brand story.

The live-campaign was activated through social media channels, giving the consumers a unique opportunity to interact with the brand and become a part of the story themselves.

The results:

   

Over 3 million livestream views

27.000 watching an average of 11 minutes

Increased sales by 26% compared to last year

Linie aquavit:Global re-positioning
From Norwegian traditionalist to New Nordic explorer

From Norwegian traditionalist to New Nordic explorer

THE WORLD’S OLDEST AND MOST PREMIUM AQUAVIT

LINIE is the world’s oldest aquavit and is known for its unique maturation process on the sea. Ever since its origins in 1805, every drop of LINIE has sailed around the world in sherry casks, crossing the equator twice. It’s this long journey that gives LINIE its soft, inimitable taste.

But the brand needed to be communicated in a more novel way that also appealed to a younger target group. Therefore, we repositioned LINIE from being a traditional Norwegian spirit to being the contemporary Nordic premium aquavit.

WE FOCUSED ON THREE THINGS IN THE NEW FORM OF COMMUNICATION

Increasing the product’s premium character

by giving it a more modern and exclusive look targeted at a younger and trendier segment.

More storytelling

about LINIE’s unique journey – because one of the things we discovered was that many people don’t actually believe that LINIE is matured at sea.

Creating new occasions to enjoy LINIE.

So that LINIE could go from being something you drink neat to being an ingredient in a delicious cocktail, for example on a Friday night out.

AN INTEGRATED CAMPAIGN

But how did we do it? We developed the ‘Explore LIFE. Explore LINIE’ platform and an integrated campaign in which we constantly encourage and inspire people to explore life and the soft, unique taste of LINIE. All to add extra value to their experience of the brand.

The ‘Explore’ advert shows lots of occasions in which people enjoy LINIE, and all sorts of surprising things you can explore around the world. And of course it tells the inspiring story of the LINIE brand.

A GLOBAL WEBSITE

A new global website is the gateway to the digital exploration of the brand. Here you’ll find surprising facts, stories about the craftsmanship behind LINIE, and recipes for food and drinks. This digital world mainly uses Facebook as a platform to activate and interact with various target groups online. But Instagram is also an important element in the campaign. There LINIE encourages people to share their own exploration using the hashtag #ExploreLINIE.

Bygma: Brand positioning
A strong profile demands a strong focus

WE REDEFINED THE TARGET GROUP AND STRENGTHENED THE BUSINESS

The relaunch of the Bygma brand was about more than communication.

WHEN YOU TRY TO BE EVERYTHING TO EVERYONE, YOU END UP BEING NOTHING TO NO ONE

There was a time when Bygma traded with everyone from major contractors to single old ladies. As a result the chain ended up not representing anything in particular.

In close cooperation with Bygma’s management, we decided to target the construction professionals, knowing that this would also attract the most ambitious do-it-yourself people – a segment with a lot of purchasing power.

Radical changes to improve the brand’s position

Creating a strong position for a brand is more than a communication task. In Bygma’s case, it meant making radical changes in the stores.

THE STORES WERE RELOCATED

THE STORES WERE REMODELLED

THE PRODUCT RANGE WAS UPGRADED

THE STAFF WERE GIVEN MORE TRAINING

‘The explanation for this year’s impressive results lies in the group’s ability to focus and position the business.’

Managing Director Peter H. Christiansen in ‘Dagens Byggeri’

L’EASY: Brand campaign
A wise brand strategy focuses on more than just price

It’s not just for fun that we let Luffe and Sjanne entertain the nation

A DAILY JOY FOR A SMALL AMOUNT A MONTH

If you want to create a good business, a strong brand is vital. With adverts featuring Luffe, Sjanne and Peter the delivery man, we’ve created one of Denmark’s strongest brand universes.

It’s based on the insight that it is not rational arguments and prices that count when you shop with L’EASY, but the opportunity to get what you want – here and now.

BECAUSE VIEWERS IDENTIFY WITH LUFFE AND SJANNE, WE CAN BE VERY DIRECT IN OUR COMMUNICATION...

LUFFE AND SJANNE ORDER AND PETER DELIVERS

But the business model is also solid, because no brand can survive on customer sympathy alone. With the ‘Peter concept’, L’EASY has removed all hassle for customers:

‘THE LUFFE AND SJANNE BRAND UNIVERSE HAS NOW EXISTED FOR SIX YEARS, AND WE’VE KEPT DEVELOPING IT SO PEOPLE ARE STILL GETTING INVOLVED AND IDENTIFYING WITH THE STORIES. AND WE’RE NOT SEEING ANY DECLINE IN THEIR EFFECTIVENESS.’

Kasper Kjærsgaard Jensen, Client Service Director, Partner

Time is more than money

Time and attention are the most important things we can give to each other
The more time, the stronger the relationship

This is as true for brands as it is for people. The more time you spend together, the stronger the relationship. That is why we see it as our first job to make the brands we work for so interesting that people want to talk to them, talk about them and spend their precious time on them.

We create growth for brands by creating value for people

In our offices in Odense and Copenhagen, we have over 70 specialists. Designers, sociologists, anthropologists, economists – offbeat minds and spreadsheet minds, all here for one thing: Creating value for people.

We do not think we can save the world, but we will always go for the relevant and the interesting, the things that can make everyday life a little easier or more fun.

Strong brands are dynamic brands

Understanding what makes people act is essential for creating value and growth. So, we identify the cultural contexts and social markers, follow trends and new technologies. We discover insights that lead to ideas of the kind that develop and renew brands. You see, a strong brand is not static, but in constant dialogue with its environment, finding new ways of generating interest and relevance.

ACROSS MARKETING, MEDIA AND TARGET GROUPS.

We’re full-service, we’re cross-media, we’re creative, we’re innovative, and we think laterally, across all categories:

integrated

campaign

Creative Campaign - Film - Print - Digital - Omnichannel Communication - Creative Strategy

sales

marketing

POS Communication - Shopper Marketing - Campaign Activation

brand

design

Corporate Identity - Package Design - Brand Strategy - Customer Experience Design

digital

Website development - UX Design - Digital Transformation - Social Media

dialogue

direct

CRM Loyalty - CEM - Inbound Marketing

intelligent

media

Dynamic Campaigning - Media buying,- planning - SEM - data intelligence - PPC - Programmatic

get in touch

+45 7020 2065
info@nmic.dk

Englandsgade 24 DK-5000 ODENSE

Vesterbrogade 10, 4. sal DK-1620 COPENHAGEN

work with us

We don’t work for our customers, we work with them. Because without working closely together, we can’t create real value and build strong brands. Call us and let’s find out if we’re a good fit.

work for us

We are a group of more than 80 specialists who are passionate about building innovative and dynamic brands.

If you want to join our team, tell us a little about yourself and send your application here: https://nmic.biz/ansogning/

who do you need?

Andreas Kroun ChristensenCreative Traineeandreas.christensen@nmic.dk6314 4737
Anée Danevig PlangeMedia Planneranee@nmic.dk 6314 4692
Anja FriboAccount Manageranja@nmic.dk 6314 4642
Anne Falkesgaard JørgensenProject Manageranne@nmic.dk6314 4627
Anne-Marie Kæmpe MaegaardDesigneranne-marie@nmic.dk6314 4615
August Holmstrup RasmussenTraineeaugust@nmic.dk6314 4635
Birgitte WorkHR & Marketing Managerbirgitte@nmic.dk 6314 4641
Bodil IbsenCOO & Partnerbodil@nmic.dk 4029 1808
Camilla Cosmus ErnstSenior Project Managercamilla.cosmus@nmic.dk 6314 4722
Camilla NordqvistDirector Cph & Partnercamilla@nmic.dk 2164 4201
Catharina MunksgårdProject Managercatharina@nmic.dk6314 4718
Chris Lorenzen DyrstrømHead of Digital Buyingchris.dyrstrom@nmic.dk6314 4616
Christian BøghSenior Creativechristian@nmic.dk 2833 0057
Hanne HarboStrategic Food Planner & Partnerharbo@nmic.dk 6314 4661
Helene GrundsøSenior Creativehelene.grundso@nmic.dk 6314 4639
Henrik RewesDigital Directorhenrik.rewes@nmic.dk 4252 2223
Jakob Cramer HolmeCreative Director & Partnerjakob@nmic.dk 2423 2886
Janne JørgensenCreativejanne@nmic.dk6314 4787
Jeppe HammingHead of Marketplacesjeppe.hamming@nmic.dk7199 0920
Jesper PanduroSenior Designerpanduro@nmic.dk 6314 4618
Julie Bruun BuronSenior Project Managerjulie@nmic.dk 6314 4719
Kasper Kjærsgaard JensenClient Service Director & Partnerkasper@nmic.dk 2284 0454
Kristine FynboeSenior Creativekristine@nmic.dk 2639 3257
Lars AagaardIT SupporterlarsA@nmic.dk6314 4756
Lars Tranegaard AndersenSenior Creativelta@nmic.dk 6314 4651
Linn SandnesSenior Creativelinn@nmic.dk 6314 4609
Lisa RoccatoAnalysis and Media Specialist lisa.roccato@nmic.dk6314 4738
Lisbeth VestergårdCreativelisbeth.vestergaard@nmic.dk6314 4611
Louise BjergDesigner Traineelouise.bjerg@nmic.dk6314 4653
Mads JørgensenAD traineemads.joergensen@nmic.dk
Maria AmbusCreative Director & Partnerambus@nmic.dk 6314 4662
Marianne MartinussenProject Managermam@nmic.dk6314 4605
Marie WehnertSenior Creativemarie@nmic.dk 2925 4858
Marlene Ellegaard NielsenAccount Managermarlene@nmic.dk 6314 4694
Martin AxelClient Service Directormartin.axel@nmic.dk2010 6802
Martin K. EttrupCreativeettrup@nmic.dk 6314 4761
Matias TinghusAnthropologistmatias.tinghus@nmic.dk2825 5839
Melissa Marschner EriksenProject Managermelissa.eriksen@nmic.dk6314 4614
Mette HanghøjAccount Managermette.hanghoj@nmic.dk6314 4626
Mette HarderPAmette.harder@nmic.dk 6314 4602
Mette SteenbergDesignermette@nmic.dk6314 4624
Michael Falch MadsenIT Supportermichael.madsen@nmic.dk6314 4696
Mikkel NielsenAccount Managermikkel@nmic.dk6314 4740
Morten BoysenDesignermorten.boysen@nmic.dk6314 4711
Morten SkjoldagerDesignerskjoldager@nmic.dk6314 4780
Neel JønssonSearch Specialistneel@nmic.dk3021 9510
Peter DunkerSenior Creativepeter.dunker@nmic.dk 6314 4721
Rasmus Nybo AndersenCreative Directorrasmus.nybo@nmic.dk6314 4622
Sacha Vincent HansenDesignersacha.hansen@nmic.dk6314 4659
Sie Kjærsgaard JensenAccount Managersie@nmic.dk 6314 4620
Simon Liljegren MathiesenDesigner Traineesimon.mathiesen@nmic.dk6314 4688
Sintija PotaicukaMobile, UX & Design Specialistsintija@nmic.dk6314 4612
Søren GrønhøjFacility Managervicevaert@nmic.dk 3040 4440
Steen WahlStrategic Planner & Partnerwahl@nmic.dk 4016 0642
Susan Brolund ThykjærDesignersusan@nmic.dk6314 4759
Svend DamsgaardDesignersvend@nmic.dk6314 4757
Thomas AadalClient Service Directoraadal@nmic.dk 3065 9476
Torben Lund JørgensenHead of Financetorben.jorgensen@nmic.dk 6314 4705
Troels Dahl HaulrichCreativetroels@nmic.dk 6314 4758
Ulrik BuhlHead of Production & Partnerulrik@nmic.dk 6314 4674
Viggo Linde ThomsenCreative Director & Partnerviggo@nmic.dk 4016 0641

MEET THE DYNAMIC BRANDS OF THE FUTURE

Pure insights. A spoonful of strategy. Lots of curiosity. That’s our recipe for the dynamic brands of the future. We always design innovative and creative solutions for our partners – from digital apps to nationwide campaigns. And together we create powerful and dynamic brands.