Overview
Delivered a multi-year content strategy engagement for TINE, Norway's largest dairy cooperative, spanning brand strategy, editorial process redesign and platform strategy work between 2013 and 2018.
Who This Is For
Food, consumer and cooperative brands building category authority through content over several years. This case is most useful if:
- you want to be the recognised expert in your category
- a growth initiative needs strategy and editorial resourcing, not just a campaign
- your main site needs a content and tagging strategy that lasts
- in-house staff need the skills to keep publishing well
The Challenge
TINE SA, Norway's largest dairy cooperative, wanted to become "the cheese expert in Norway" through its Osteverden ("Cheese World") growth initiative, running from 2014 to 2017.
It needed a dedicated project team, editorial resourcing, and an ongoing content and tagging strategy across tine.no.
Our Approach
Under a signed consulting agreement, Making Waves' Content Services practice delivered the Osteverden pre-project with a dedicated team spanning strategy, content, service design and graphic design.
- Strategy: value proposition, a 2014 to 2017 roadmap, growth and content strategy, customer journey mapping and visual identity direction.
- Embedded editor: under a separate resource-hire agreement, a Making Waves consultant worked as TINE's project manager and editor on Osteverden.
- Editorial process overhaul (2014): including a writing course for TINE's own staff.
- tine.no reactivation and tag management (2016).
- Platform strategy (2018).
Impact
A content practice, not a project. TINE gained sustained, dedicated content and editorial capability behind a major brand growth initiative.
Strategy through to hands-on editing. The relationship ran over several years, from strategy to embedded editorial resourcing and staff training.
Category expertise is earned one article at a time. It needs an editorial operation that outlasts the launch campaign.
Delivered by the Content Services practice at Making Waves (later NoA Ignite), engaged by TINE SA on their Osteverden initiative and ongoing content strategy. The signed agreements name other Making Waves (later NoA Ignite) consultants as the staffed project team. Any public information referenced here is used for identification and does not imply endorsement.
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