In arestricted alcohol market like Norway(where advertising of alcohol is illegal), we had to think outside the box(or can) to keep building the Frydenlund brand beyond their appearance in stores.
With Frydenlund claiming to be an extra indulgence enhancing the best moments in life, we expanded on this idea by creating the concept“Malt & Pepper”. A custom made food truck pairing beer tasting flights with comfort food that tours the country.
The Malt & Pepper logo – a knife and fork creating the shape of a classic Frydenlund beer bottle – was placed inside a stripped down Frydenlund“ML Star” as a cheeky nod to the mother brand.
All the ingredients for the comfort food was made by local producers in Oslo, including brands such as Indre Oslo Matforedling. Combined with beer tasting, and raw ingredients from the Frydenlund brewing process(totouch and smell), it created a great vibe wherever the truck would show up. And even more importantly, it created a stronger and more intimate connection between the brand and beer lovers across the country.
