We chose to develop a contest, in which the public could nominate Sweden’s kindest family on Annas website, annas.se. The contest was advertised in grocery stores and on social media.
This concept felt quite natural. It is a warm, welcoming theme that will work in the long term, and that is synonymous with Christmas and gingerbread. Every year in the foreseeable future, Annas will be able to proudly select Sweden’s kindest family.