Vete-Katten
Fika is an artform in Sweden, and some brands have become synonymous with the word. In Stockholm, that brand is Vete-Katten. It was founded in 1928 and quickly made a name for itself in the world of baked goods and chocolate. Today, they have 9 units in the metropolitan area of Stockholm, all supplied with freshly handcrafted items throughout the day by its location on Kungsgatan. Zero Folks was hired halfway through 2025 to oversee their social media and elevate its aesthetic to match the quality of products the company is known for.
Goals
Vete-Katten had very specific goals in mind from the very beginning:
- Improve brand consistency and quality through their online touchpoints
- Increase order conversions from social media
Considerations
The business has two very distinct customer demographics - the “fika crowd” and the businesses. In terms of social media strategy, this meant we had to appeal to both while also recognizing the differences in customer behavior. Consumers visit Vete-Katten to enjoy great baked goods in a cozy ambience. Meanwhile, businesses order from Vete-Katten because of their ability to deliver great products efficiently at high order volumes. For a social media feed, the messaging for these groups are not only different, they are almost polar opposites.
Consumer audiences do not want to perceive their historic, local pastry shop as a business. They want to feel connected to the craftmanship. So how does one communicate both “cozy ambience” and “conveyor-belt level capacity” all at once?
Strategy
The answer was simple: you don’t. At least not across all channels. When we structured and strategized around the publishing calendar for Vete-Katten, we realized that the common denominator was quality and consistency. Whether it’s one pastry or one thousand, giving each product the same amount of care is what the brand has to communicate.
Delivery
Zero Folks is actively working with Vete-Katten since September 2025. This is a case study under active development.
