On Friday, November 20th, Milda's full-sized gingerbread house stood proudly at Stockholm Central Station. It was 5 meters tall with a 6x4 meter footprint.
Challenge: While the competitor, Smör, was focused on taste, we created a sensory experience. Commuters entering the Central Station were surprised by the delicate scent of the gingerbread house, baked with 92 kg of Milda, 294 kg of flour, and other ingredients. Result: Over the course of three days, the event attracted 144,000 visitors, with 14,000 photos taken, 2,500 children sitting on Santa’s lap, and 1,100 children decorating gingerbread hearts. The event was covered by SVT, TV4, and Expressen’s web TV, while multiple news outlets and bloggers wrote about it. Celebrity bloggers led the gingerbread decorating activities, and Adolf Fredrik's school choir performed Christmas carols.
Idea and execution: Developed by Lotta Råge and myself.