15 November 2007 - This year, once again, the Grand Prize was awarded to Stabburet, this time for its Grandiosa Full Pakke pizza. The Grandiosa also walked away with the prize for the Best New Launch category.
“This was Orkla’s biggest launch in 2007, and probably the one that received the most attention and generated the most engagement among our consumers,” relates Inger Johanne Solhaug, Executive Vice President, Corporate Development Marketing and Sales.
Using dance in the advertising film was a good move, since dance is currently very popular in Norway. Dance instructions were published on the Internet, and as many as 3000 consumers sent in their own dance videos. These were viewed 4.5 million times online. And the song was the best-selling single in Norway for a couple of weeks.
A jubilant team headed by Pizza Marketing Director Jeanette Hauan Fladby was elated by the awards: “This is fantastic and inspiring!”
Innovation as well
“We are holding this event for the eighth time,” says Robert Sjøborg, initiator of the Orkla Advertising Awards and director of the Orkla Brand School. “Next year, however, we will make a slight change and call it the Orkla Innovation and Advertising Awards; in other words, we want to focus on innovation as well. Our aim is to think in terms of growth. This presentation, by the way, is becoming our main Group event, crossing national and company borders. It’s great that we can get together one evening a year with our advertising agencies and celebrate what we do well together.”
“Learn from our mistakes”
Orkla Board Chairman Stein Erik Hagen commends Orkla’s work in this field for being both inspiring and impressive. “I am impressed by the Greenfield Groups (nine different working groups that assess new business opportunities, editor’s comment). Especially the way they have learned from the company’s mistakes. If we don’t make mistakes, it means we’re not venturing enough,” emphasises Mr. Hagen.