Lahme turns ODENSE Marcipan into a year-round baking staple

About Lahme

Lahme is a strategic, family-owned communications agency based in Copenhagen. Its team of around 20 people works with some of Denmark's largest companies, combining trend research, strategy and execution to lift brands, products and ideas.

Lahme's client, ODENSE Marcipan, is a well-known Danish marzipan brand founded in 1909. Marzipan sits at the heart of the business, but its range also covers chocolate, nougat and other baking products found in Danish kitchens from Christmas through Easter and beyond.

The challenge: Year-round relevance

Baking brands live and die by the calendar. Demand peaks around the holidays, and the challenge is staying present in the months between. For Amanda Bak, project manager at Lahme, the brief has stayed clear from the start.

"The overall objective is to inspire more people to bake with the brand's products and keep the brand relevant throughout the year," she said.

Rather than chase that goal with one-off campaigns, Lahme built something slower and steadier: an ambassador program that never switches off.

The strategy: Creative freedom, no approvals

Every other month, 10 to 12 niche baking creators receive a selection of the brand's products or order what they need. What happens next is largely up to them. Recipes, unboxings, tips and tricks, and step-by-step guides land on Instagram as Reels, posts and Stories. Content is organic, never boosted, and Lahme does not approve it in advance.

That freedom is the point. Several ambassadors have been with the program for years, and the relationship has deepened with each season.

"Over time, they have developed a close relationship with the brand and a strong understanding of the products," Amanda said. "That creates a level of familiarity and authenticity that is difficult to achieve through one-off influencer campaigns."

Casting follows the same long-game logic. Lahme looks for creators whose feeds were already full of cakes and pastries before the brand came along. "It is important that baking is already part of their content universe, rather than something they would only introduce because of the collaboration," Amanda said. Follower count matters less than staying power: the right fit is "someone who can build a credible and lasting relationship with the brand."

Seasonal moments add structure without a script. Around Christmas and Easter, ambassadors receive prepacked PR boxes with a light briefing and inspiration material. Competitions keep the group energized. In one, each ambassador put a personal spin on the traditional Danish fastelavnsbolle using a set selection of products. ODENSE then put the creations to a public vote on its own Instagram profile, and the winner earned tickets to a baking class at the brand's headquarters.

Kolsquare: From daily screenshots to automated tracking and reporting

An always-on program produces a steady stream of content, and for years Lahme tracked it by hand. "A colleague would check Instagram every day and take screenshots of each piece of content shared by the ambassadors," Amanda said. Stories and posts published in the evening or on weekends were easy to miss.

Kolsquare's content tracking now captures everything automatically. "Automating that process has made tracking both more efficient and more reliable," Amanda said.

The platform also consolidates the numbers that matter: how much content was created, in which formats, total views and overall engagement. "Kolsquare gives us one central place to follow performance across an always-on program that runs throughout the entire year," she said.

That carries through to client reporting. Lahme uses Kolsquare to pull content and key figures for updates during the year and for the annual report, then shares a link where the client can browse every post. "It makes the scale and variety of the program much more tangible," Amanda said.

The results: 1.1 million views, no paid boost

In 2025, the program generated 1,098,423 views across 10 to 12 ambassador profiles and three content formats, all without paid amplification. Alongside the reach, it delivered a wide spread of recipes, occasions and creative ideas that a single campaign brief would struggle to produce.

Amanda credits two things: long-term relationships and creative freedom. Ambassadors know the products inside out, and they publish in ways that suit their own audiences. "That combination helps the content feel less like a traditional campaign and more like an authentic part of their existing universe," she said.

For 2026, Lahme is adding more ambassador competitions, giveaways and opportunities to test and review new products. "The ambition is not simply to generate more content, but to make the program increasingly engaging and community-driven," Amanda said.