Challenge: How to Make Järki Särki an Appealing Everyday Fish Dish for Young People?

#marketing #concepting

Järki Särki is a delicious, sustainable, and nutrient-rich Finnish fish preserve. Still, it remains underused in everyday cooking – especially among young adults and students.

Our challenge for student teams is to develop an innovative marketing or usage concept that makes Järki Särki an appealing and approachable choice for daily meals.

There are many ways to approach the challenge, for example:

New recipes and usage ideas: What quick and easy meals could be created with Järki Särki?
Marketing and communication: How can the strengths of Järki Särki be communicated in a way that resonates with young people and stands out in the food market?
Social media and digital campaigns: How can we reach young consumers through the channels they use and inspire them to try Järki Särki?

Why does this challenge matter?

Finns eat too little domestic fish, even though we live in a land of thousands of lakes. Järki Särki makes it easy to enjoy wild local fish, and its sustainability, nutritional value, and versatility make it a perfect source of protein. However, its recognition and appeal among younger audiences need to be strengthened – and that’s where we need students’ creativity and fresh perspectives!