Client: Jessica Frej
Duration: 3 years

Bakground

Jessica Frej took part in the Swedish edition of MasterChef in 2011, and together with baker Maria Blom has written four books on gluten-free baking. In 2015, Edit Künstlicher approached Jessica Frej with a proposal for how they could work together to build a clear concept around Jessica Frej's personal brand.

Assignment

To transition Jessica Frej's brand from a baker to a well-recognized food personality with a clear food philosophy. Jessica wanted to make a living from her cooking.

Strategy

editK prepared a long-term brand strategy with activities and clear milestones. This strategy included the target group, the tone, the food philosophy, the choice of media channels and platforms, a graphic profile, an image and an identity. The assignment also included business development, concept development and acting as an agent.

Execution

The brand position was consolidated by means of a uniform image, a clear cookbook concept, a publishing deal with Sweden's most prestigious publisher and two media collaborations in Sweden's largest channels for the target group. Jessica's own channels on Instagram and a new YouTube concept were built up alongside this. Prior to Jessica Frej's third cookbook, editK facilitated a change of publisher and a Nordic book deal.

Outcome

Jessica can now make a living from her cooking with a media base and a scalable business model. Throughout the assignment, editK has delivered PR valued at over SEK 100 million and developed long-term partnerships resulting in a clothing brand and ambassadorships for one of the world's largest household appliance suppliers and one of the food world's strongest brands.