3 Kaveria (3 Vänner): Setting the course for FMCG Growth

3 Kaveria, or 3 Friends, is a Finnish ice cream brand known for irresistible flavors made from natural ingredients. Competing in a crowded market, their products are sold in supermarkets, convenience stores, and reseller chains.

Challenge

How do you break into a market where consumers are loyal to legacy brands? Our mission was to increase overall sales across markets while targeting 3 Kaveria’s key audiences. With sales happening through reseller channels, the attribution of marketing investments towards its effects on overall sales increases in difficulty and complexity.

Solution

Using data-driven insights, we developed a clear plan to address market dynamics, competition and consumer behavior:

  • Deep segmentation and audience analysis.
  • Tailored marketing and media strategies.
  • Negotiation and bookings across all media channels.

And combined digital and social media placements with traditional channels like OOH and cinema, ensuring broad yet precise reach.

Results

5% YOY growth on Top-of-Mind Awareness across markets
5/5 Uplift on Brand KPIs across markets

Key takeaways

  • 1

    Successful multi-channel approach

    Our strategy drove significant year-on-year growth in Top-of-Mind awareness — a key driver of ice cream sales. The mix of digital innovation and traditional media successfully elevated key performance indicators and strengthened 3 Kaveria’s position in the market.

  • 2

    Thorough audience understanding pays off

    By digging deeper into and understanding the ice-cream-eating personas, setting the channel mix strategy to target and impact our audience where they clearly overindexed became much easier

  • 3

    Clear and aligned KPIs to measure long-term progress

    By setting a clear and structured way of working from the start, together with 3 Kaveria we have been able to consistently follow how our campaign investments, brand KPIs and sales effect each other.

“ Working with ROMI is an absolute pleasure. Their data-driven approach and strategic clarity have been game-changers for 3 Kaveria. The team’s deep understanding of our market and target audience allowed them to craft a strategy that truly resonated with our consumers. Thanks to their expertise, we’ve seen growth across key metrics and look forward to continued growth in our joint efforts going forward. ROMI has been a trusted partner in helping us establish our brand and drive sales in competitive markets. (The ROMI Agency is a part of Trickle since August 2025)

Anne Giersberg, Chief Marketing Officer 3 Kaveria (3 Vänner)
Gustav Österman

Contact Gustav

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