(Not So White Guide)

Mobile plans are low-interest purchases. Best price wins. Emotion rarely shows up. Halebop wanted to change that – and build a stronger bond with one of its biggest audiences: Swedes with foreign backgrounds.

The challenge was definition. The target group is broad, and people increasingly stay inside their own bubbles. So we looked for common ground.

We found it in food – an identity marker that carries stories across generations and connects people. From that insight, we created the Not So White Guide: a restaurant guide spotlighting places rarely featured in established guides, but loved by the communities behind them. The guide mixed tips with portraits of restaurateurs, and launched in print and digital, supported by owned channels, PR, events, and partnerships.

Result: Three editions, around 100 articles, and PR value of 17M+ SEK. Social reach around 4.9M. About 7,000 copies distributed, with 3,500 orders of the latest edition – making it Sweden’s best-selling restaurant guide. The guide was embraced by the target group, and in 2022 Halebop was named Sweden’s most empathetic brand in Empati Grand Prix.