Eldorado wins Aller Best Q4 2025

Name: Feed Oslo
Price range: $

Inspired for quick dinners on busy weekdays

Many people know about Eldorado's quality products. With 38 product categories, you can always pick up a product for breakfast, a trip, a school bag or a Saturday snack.

They make it easy to cook food that the whole family will enjoy, every day, year-round.

Due to the wide range of products, there are few associations associated with the brand. It is therefore a challenge to get consumers to make informed choices in the store.

- By inspiring consumers, Eldorado wanted to gain a more conscious place among them, and thereby increase the likelihood of purchase. With help from Aller Media's skilled team, they managed to do so, says Anniken Elvik, strategic group account manager at Aller Media.

THE WINNERS OF Q4: Stine Rasmussen and Ingela Falk Gustavsen from Brand Manager Unil. Anniken Elvik from Aller Media in the middle.

We knew that 75% of grocery shopping is done by women. With the market's highest proportion of female readers, the Aller Media universe couldn't be a better fit for the campaign.

Moreover, Aller Media reaches a full 56% of all busy families with children within a week.

Campaign goals

Eldorado aims to inspire consumers to make conscious and sensible everyday choices.
Increase the likelihood of purchase, and make consumers want to choose Eldorado products.
Linking Eldorado to dinner dishes. We went for Asian food, which is the dinner dish that is growing the most in popularity.
Reach as many women as possible since they are responsible for the bulk of grocery shopping and often cooking at home.

How did we solve it?

To create credibility in the message, we used our test pilot solution to bring in a case family that reflected the challenge well.

We met the family on a hectic Monday where dinner was supposed to be on the table a maximum of 15 minutes after arrival.

It was a real test and a perfect opportunity for Eldorado to show what the products are actually good for.

In a premium content article on Dagbladet , K.K. and Se og Hør The case was presented as an impossible race. - a move that both created excitement and planted the idea "If they can do it, I'm sure I can do this too!"

In addition, we used full screen, XL banners and SoMe to reinforce the campaign.

We let food with Eldorado take the lead and be the main carrier, while the family became the tool and facilitator to get the message across, says Anniken Elvik.

The results were truly spot on!

High active reading time on all sites: Active reading time 01:28
Total of over 235,000 article views
Readers spent a total of almost 4,000 hours on the article
Super low QE across the board, but lowest on KK at 8.9%
In total, 75% of women and those with children living at home say they were inspired
60% say they want to try Eldorado's recipes
55% of those with children living at home say they want to try Eldorado's Asian products.
Eldorado is growing in a declining market, both among those considering purchasing the products and those who prefer Eldorado.

- We are very pleased with the results from the content campaign with Aller Media. By testing content in a new way, together with Aller Media and the Eldorado family, we were able to showcase both the breadth and flavors of Eldorado's Asian assortment. The figures show good reading time, high attention and many clicks, which confirms that we have hit the target group well, says Ingela Falk Gustavsen, Brand Manager Unil.