The Assignment
Establish and create interest and commitment to the contest Årets Hemmakonditor (Amateur Pastry Chef of The Year) and the organizing brand Ögon, part of the Fazer group.
Idea
A constant medial interest for the contest was maintained through consistent communication throughout the year.
Target audience
Cooking and baking fans throughout the country with a focus on younger women in the big city regions.
The contest was launched in February and the registry for new contestants was open until June.
The jury consisted of Conrad Tyrsén, Pastry Chef of the Year 2009, Mia Öhrn, pastry chef and food journalist, Magnus Johansson, organizer of the Chocolate Festival and Josefin Crafoord, TV and radio show host and style expert.
The first stage of the contest took place at the campaign site www.hemmakonditor.se where contestants could register by uploading their recipe. During the first 15 weeks of the contest one winner was picked each week, who won a KitchenAid. During this phase over 600 recipes were submitted.
When 15 semifinalists had been picked it was time for the public to choose five finalists. The voting period lasted from June 14th through August 15th on the campaign site. During this phase over 23 000 votes were submitted.
The finale took place on Sunday October 17th during the Chocolate Festival at the Nordic Museum where the five finalists competed against each other in front of thousands of spectators.
The finale consisted of two phases. First the jury graded the contestants’ pastries from the semi finals. Then the contestants created a pastry from a selection of ingredients and ”a secret box”.
Results
Årets Hemmakonditor got attention in national, local and specialized media throughout the year. 14 out of 15 weekly winners were exposed in local media throughout the course of the contest. Finalist Caroline Vass was interviewed prior to the final on Swedish Radio Malmo. The winner Viktoria Buskqvist was featured on both SVT and TV4.
