Client: Q-Meieriene
Sector: Food & Beverage
Services: Advertising & Campaigns

From one Norwegian champion to another

Q Fersk Sjokolademelk is Norway’s best, but there are others that are best in their field.

Q-Meieriene is a challenger in the dairy industry, focusing on consumer-driven innovation and smart solutions.

Challenge
In a market saturated with various chocolate milk brands, Q Fersk Sjokolademelk needed a fresh approach to stand out. Q Fersk Sjokolademelk has been voted Norway’s best in taste tests for over 10 years, but how could we communicate that without sounding boastful?

Idea
The idea was simple: let others do the bragging. We teamed up with six Norwegian champions from niche sports—surfing, arm wrestling, RC car racing, pinball, disc golf, and timbersports. By showcasing their achievements, we gave them recognition, and in return, they vouched for us—one Norwegian champion to another. The result? A fresh, fun, and authentic campaign, almost free from self-praise.

Execution
From over 50 Norwegian champions, we handpicked six with inspiring stories and strong visual appeal. Using digital films, social media, and out-of-home placements, the campaign showcased these champions effortlessly enjoying Q Fersk Sjokolademelk — letting their achievements speak for themselves. Each film used a subtle yet compelling narrative, ensuring the audience connected with the story first — and the brand second.

Results
The campaign generated high engagement, with organic shares and positive sentiment far exceeding expectations. By emphasizing credibility and authenticity, Q Fersk Sjokolademelk became the natural choice for those who appreciate true excellence — whether in sports or in taste.

Sometimes, the best way to prove you're the best is to let others do it for you.

39%

increase in market share

Source: Annalect

From one Norwegian champion to another

increase in market share

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