In Sweden, people are very traditional – especially when it comes to food. We eat the same Christmas dishes as our ancestors have done for hundreds of years. Many can be traced back through the generations to the time of the Vikings. Needless to say, much of this food isn’t healthy or inspiring. With this campaign, Coop wants to challenge traditional notions and introduce the target group to new ideas, including healthier Christmas food. The main goal of the campaign is to "Update the Christmas table", which the visitor literally gets to experience.