Jessica Frej

Client: Jessica Frej
Duration: 3 years


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.


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.


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.


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.


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.

editK has limitless energy, infectious enthusiasm and countless creative and personal solutions. I feel confident that editK is doing everything possible to help my brand grow and develop to new heights.