DET ÄR LUNCH
Felix took on the challenge of making lunch both easier and more enjoyable for Swedes, with a major focus on frozen lunch dishes. In collaboration with the advertising agency Bly, an extensive campaign was created to highlight Felix’s range of frozen lunch options and encourage more people to take a proper lunch break, despite time pressure and the everyday stress.
The heart of the campaign was to surprise and entertain the audience with humorous wordplay delivered in unexpected contexts. By starting with classic scenarios, such as a dramatic childbirth or a confrontation with a traffic cop, we built up expectations and then twisted the situation when the main characters couldn’t think about anything other than Felix’s frozen lunch dishes. This twisty humor created a fun contrast and delivered the message in a memorable way.
To enhance the experience and create a sense of familiarity, it was crucial that the settings felt authentic. Due to the short format of the films, we paid special attention to visual details that would instantly place the viewer in the right context. The color palette was carefully selected to harmonize with Felix’s frozen meal packaging—from subtle elements like a pink air freshener in the car to more prominent features like green hospital curtains.
The campaign appeared across a wide range of channels: on TV, social media, DOOH, in-store TV and printed materials. The goal was to connect with consumers wherever they are and position Felix’s frozen lunch dishes as the top choice when time is limited but the need for a tasty and satisfying lunch remains essential.
