Delicato – May contain traces of vitamins and minerals
That is one of the phrases from an now old but equally great print campaign that a Swedish baking company called Delicato ran a few years ago. But since most readers are not from Sweden we thought we should share it with the rest of the world.
The campaign was first started in 2006 when health issues were big in Sweden, as they still are and not just in Sweden. Delicato decided to skip everything regarding to health and changed the message to the opposite with phrases like “Every meal should contain at least one vegetable” with a photo of a huge cake with a blueberry on top. Or a picture of one of the company’s most classic cookies with the phrase “Contains absolutely no full grain”.
The campaign was a huge success and sales went straight up, the company Delicato have run versions of this campaign from time to time since then and are still going strong.
Delicato was started in Stockholm, Sweden in the late 1940’s, today they still make most of their products a short trip outside Stockholm and their products are available on the Nordic market and Germany, if you’re ever in Sweden pick one up.
This text says “Contains absolutely no full grain”, the cookie is called “Dammsugare” which means vacuum cleaner in Swedish. The name is said to come from the shape of old style vacuum cleaners or that the leftovers from the bakeries was used to make this cake.
Text translates to “May contain traces of vitamins and minerals”.
Text translates to “Every meal should contain a vegetable”.
This is a more recent version of the same campaign idea, all the small texts on top are health advices like don’t eat too much, eat slowly, dare to say yes, listen to the experts, sit straight and so on. The last line says “Eat more green”.
From left to right “Have you tried the cake method?”, “A fruit each day is good for your stomach” and “Is your diet varied enough?”