Premia Eriti Rammus Brings Estonian Summer to Life Through Fairy Tale Filmmaking
Premia Eriti Rammus is a July 2019 television and digital campaign created by Estonian agency Division for Premia's Eriti Rammus ice cream range, set in an apple orchard and built around an Astrid Lindgren-inspired fairy tale that positions the product as a symbol of childhood joy, family warmth, and Estonian summer nostalgia.
The campaign launched in Estonia at the height of the summer season, a deliberate timing decision that aligns the Eriti Rammus product line with the emotional peak of the year for its core audience. Rather than centering the advertisement on product attributes or price positioning, Division constructed a narrative world rooted in friendship, sunshine, and intergenerational memory. The apple orchard setting functions as a specific cultural shorthand within the Estonian imagination, evoking the kind of unhurried rural summer that carries deep resonance for local audiences across generations.
In Estonia, where the summer season is short and culturally prized, campaigns that speak directly to the emotional texture of that period carry outsized weight. Premia, which according to Premia Ee reported a turnover of €34 million in 2019 and held approximately 41% of Estonia's ice cream market, needed creative work capable of reinforcing its dominant position not through aggressive competitive messaging but through cultural affinity. Eriti Rammus, as both product name and campaign identity, translates loosely to suggest something richly indulgent, and Division's creative approach extends that indulgence from the physical to the emotional. The campaign ran across television, digital advertising, and outdoor advertising, according to clapboard.com, ensuring the fairy tale world it constructed reached Estonian audiences across multiple touchpoints throughout the season.
Division grounded the Eriti Rammus campaign in a strategic shift away from purely product-led messaging, according to clapboard.com, moving Premia toward emotionally cinematic storytelling that draws on childhood memory, family affection, and Estonian cultural nostalgia as its primary persuasive forces.
This approach reflects a broader truth about competitive ice cream markets. In Estonia, Premia faced sustained competition from Balbiino, a rival brand with significant domestic heritage, and from Unilever's international portfolio. According to premia.ee, Premia, Balbiino, and Unilever together held approximately 80% of Estonia's ice cream market, making the competitive environment one defined less by category entry and more by share of emotional ownership. In this landscape, a campaign that connects a brand to a deeply felt cultural experience — the Estonian summer — achieves something that a product-feature advertisement cannot: it makes the brand feel native rather than merely available.
Division had previously developed Premia's summer territory through the earlier campaign titled Paki suvi lahti, meaning Unpack Summer, which similarly used warm-season imagery across digital, campaign, and outdoor executions, according to Division Ee. The Eriti Rammus film represents a maturation of that seasonal strategy, introducing a cinematic register and a literary reference point — the work of Swedish author Astrid Lindgren — that elevates the brand's creative ambition. Lindgren's storytelling universe, built on free-range childhood, rural landscapes, and warmhearted adventure, maps naturally onto Premia's product world and onto the lived memory of Estonian audiences who grew up with translations of her books. The Food Union group, within which Premia operates, reported revenues of €277 million in 2019 with ice cream accounting for nearly 60% of sales, according to foodunion.com, underlining the commercial stakes that strategic creative decisions of this kind are designed to protect.
Caviar Films produced the Premia Eriti Rammus television commercial, bringing a cinematic production sensibility to what is, at its structural core, a seasonal food advertisement.
The creative direction for the campaign was led by Kerttu Keermaa, who served as both Creative Director and Copywriter, according to clapboard.com. Art direction was handled by Katrin Koovit, with project management by Grete Tipp. Together this team constructed a visual and narrative world explicitly inspired by the fairy tale tradition associated with Astrid Lindgren, setting the action within an apple orchard that reads simultaneously as a realistic Estonian summer location and as a heightened, luminous story-world. The choice of setting is precise rather than generic: apple orchards in Estonian cultural life carry associations with domesticity, abundance, and the particular sweetness of a northern summer that arrives briefly and must be savoured.
Sound design plays an equally deliberate role. The campaign uses Päikeseratas, identified by clapboard.com as a well-known Estonian film theme, as its musical foundation. This selection does significant work within the Estonian market, where audience recognition of the melody immediately activates a layer of collective memory that the visuals alone could not generate. Rather than commissioning original music, the decision to anchor the advertisement to an existing piece of Estonian cultural heritage reinforces the campaign's core argument: that Premia Eriti Rammus is not simply a product but a participant in a shared national experience of summer and childhood joy. The film medium, combined with digital and outdoor executions as documented by clapboard.com, gave the fairy tale world constructed by Division the physical scale needed to feel genuinely immersive across the Estonian summer advertising landscape.
No verified performance data for the Premia Eriti Rammus campaign is publicly available. Clapboard assigns the campaign a score of 63 out of 100, reflecting a competent and culturally grounded execution that succeeds more in emotional coherence than in creative disruption.
Analysed structurally, the campaign demonstrates several characteristics associated with durable brand work in competitive food industry contexts. The decision to anchor the film to an existing and widely recognised Estonian musical theme, Päikeseratas, rather than purpose-built audio, is a cost-efficient mechanism for generating immediate emotional recognition within the Estonian market. The Astrid Lindgren reference point provides a literary halo that positions Premia above purely transactional competitors without requiring the brand to make explicit comparative claims against Balbiino or Unilever's domestic offerings.
The campaign's structural weakness, as reflected in the Clapboard Score, lies in the degree to which its creative choices — fairy tale setting, nostalgic music, golden-hour orchard photography — are individually strong but collectively familiar within the genre of summer food advertising. The emotional territory of childhood joy and family warmth is well-occupied across the global Food and Drink category, and while Division executes within it with genuine craft, the campaign does not introduce a formally unexpected element that would separate it decisively from comparable seasonal work. In Estonia, where Premia's market position according to premia.ee sits at approximately 41% share, maintaining emotional ownership of summer is itself a commercially meaningful objective, and on those terms the Eriti Rammus campaign performs its strategic function with clarity and consistency.
Premia Eriti Rammus is a 2019 Estonian ice cream campaign created by agency Division. It uses a television commercial set in an apple orchard, inspired by Astrid Lindgren's fairy tale storytelling tradition, to connect Premia's Eriti Rammus product range with childhood joy, family warmth, and Estonian summer nostalgia across TV, digital, and outdoor media.
Division created the Premia Eriti Rammus campaign in 2019. Creative Director and Copywriter Kerttu Keermaa and Art Director Katrin Koovit led the creative team, according to clapboard.com. Caviar Films handled production, with project management by Grete Tipp. The campaign launched in Estonia in July 2019 across television, digital, and outdoor advertising channels.
The Premia Eriti Rammus advertisement uses Päikeseratas as its soundtrack. According to clapboard.com, this is a well-known Estonian film theme. Its selection grounds the campaign in shared national cultural memory, reinforcing Premia's positioning as a brand native to Estonian summer life rather than a generic food industry competitor.
Premia held approximately 41% of Estonia's ice cream market in 2019, according to premia.ee, which also reported a turnover of €34 million that year. Premia competes primarily with Balbiino and Unilever, with those three players together accounting for approximately 80% of the Estonian ice cream market, according to premia.ee.
Premia Eriti Rammus received a Clapboard Score of 63 out of 100. The score reflects culturally coherent creative execution grounded in Estonian summer identity and fairy tale craft, while noting that the campaign's emotional territory — childhood joy, nostalgia, family warmth — is a familiar register within the broader Food and Drink advertising category.
Division's earlier Premia campaign Paki suvi lahti, meaning Unpack Summer, also used warm-season imagery across digital and outdoor formats, according to division.ee. Eriti Rammus represents a creative evolution, introducing a cinematic film format, a literary fairy tale reference point, and the use of a recognised Estonian musical theme to deepen the brand's emotional and cultural resonance.
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