Jernia is one of Scandinavias biggest DIY chains. Cooking is one of their biggest categories, hence extremely important to own. When Jernia´s new visual identity, made by Anti, was launched in October 2012, it was through a massive user generated campaign, seeking the best home chefs of Norway.
Norway´s most popular and famous chef, Eyvind Hellstrøm, was leading the search. Hundreds of extremely well qualified home chefs applied for the six positions. The audience then voted for their favorites, generating ten thousands of votes and massive traffic to Jernia´s new webpage.
Actually, after four days in a row with increased traffic from 4000 visitors a day to 40.000, Google called Jernia and wondered what the heck was going on. After an intense final, Hellstrøm finally chose his team of six home chefs, whose mission is to inspire norwegians to succeed in the kitchen.