BillerudKorsnäs PackChallenge 2017

Concept for inspiring healthy breakfast habits triumphs

November 25, 2017

PackChallenge — Breakfast Stories stood out as an idea and design with potential to bring about true behavioral change

A digital platform aimed to inspire healthy breakfast habits became the winning concept when the students at Bergh’s School of Communication competed on how Arla Foods should reach out and engage young consumers through digital interactivity based on packaging as a platform. Breakfast Stories stood out as an idea and design with potential to bring about true behavioral change. PackChallenge is arranged annually by Billerud Korsnäs and Bergh’s School of Communication in Stockholm, Sweden.

The students in Communication Design Program at Bergh’s School of Communication in Stockholm competed on ways for Arla Foods to produce the best packaging solution to reach out and engage young consumers.

Ten groups presented their solutions and the winning concept, ‘Breakfast Stories,’ considered the problem that 20-30 percent of teenagers skip breakfast almost every day. The idea behind the concept was to use Arlas’s different product packages and give teens and parents access to a digital platform where they can share stories and facts about healthy breakfast habits through a QR code. The team behind the winning concept consists of Daniela Röstlund and Sukena Tran.

The jury, consisting of Jon Haag, director, consumer insights at BillerudKorsnäs and Maria Tornell, director, innovation at Arla Foods and others, assessed the contributions according to idea height/originality, relevance, feasibility and finish.

“Packaging can contribute more to sustainable development than just being made of a more or less sustainable material. Packaging could interact with consumers and have a direct impact on consumer behavior,” Jon Haag commented.

“The winning team has shown a great understanding of the Arla brand, our market position and at the same time pinpointed a important societal issue. PackChallenge has given us a lot of valuable input for our product development,” Maria Tornell said.

“At Bergh’s, we often work in conjunction with business and brand owners, which is a natural part of our education. Action Based Learning gives the students real challenges and becomes the best way to train their professional role,” said Pål Pettersson, program director, communication design at Bergh’s School of Communication.

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