Long-term PR partnership with Schulstad
Long-term PR partnership with Schulstad
Long-term PR partnership with Schulstad
Client
Schulstad
Schulstad wanted to be more than just a well-known bread brand. The collaboration has elevated them into a relevant and credible voice in the debate on diet and health through long-term, data-driven PR and clear agenda-setting.
Client
Schulstad
Schulstad wanted to be more than just a well-known bread brand. The collaboration has elevated them into a relevant and credible voice in the debate on diet and health through long-term, data-driven PR and clear agenda-setting.
Client
Schulstad
Schulstad wanted to be more than just a well-known bread brand. The collaboration has elevated them into a relevant and credible voice in the debate on diet and health through long-term, data-driven PR and clear agenda-setting.
Challenge
Schulstad had a high level of brand awareness but low relevance in the public debate. The category is functional and difficult to differentiate in, while agendas such as health and diet are complex and characterized by many actors.
At the same time, cooperation was primarily driven by campaigns and products. There was a lack of a clear, long-term position where Schulstad could take ownership of key topics such as whole grain, dietary habits, and responsible production.
The question was simple: How does an everyday brand become a credible voice in an important public debate?
Challenge
Schulstad had a high level of brand awareness but low relevance in the public debate. The category is functional and difficult to differentiate in, while agendas such as health and diet are complex and characterized by many actors.
At the same time, cooperation was primarily driven by campaigns and products. There was a lack of a clear, long-term position where Schulstad could take ownership of key topics such as whole grain, dietary habits, and responsible production.
The question was simple: How does an everyday brand become a credible voice in an important public debate?
Schulstad had a high level of brand awareness but low relevance in the public debate. The category is functional and difficult to differentiate in, while agendas such as health and diet are complex and characterized by many actors.
At the same time, cooperation was primarily driven by campaigns and products. There was a lack of a clear, long-term position where Schulstad could take ownership of key topics such as whole grain, dietary habits, and responsible production.
The question was simple: How does an everyday brand become a credible voice in an important public debate?
Solution
We established a long-term PR partnership with a focus on building Schulstad's role in the public debate.
The work was based on identifying the agendas where Schulstad naturally has a legitimate voice. From this point, complex agendas were translated into concrete, media-relevant stories.
The effort included, among other things:
Development of analyses and data-driven insights on Danes' dietary habits
Activation of stories in relevant media with clear angles
Linking to current news agendas to increase relevance and timing
Campaigns and collaborations that further strengthened the narrative
Ongoing sparring, media training, and optimization
The work was driven as a coherent effort from strategy to execution with a focus on consistency over time.
Solution
We established a long-term PR partnership with a focus on building Schulstad's role in the public debate.
The work was based on identifying the agendas where Schulstad naturally has a legitimate voice. From this point, complex agendas were translated into concrete, media-relevant stories.
The effort included, among other things:
Development of analyses and data-driven insights on Danes' dietary habits
Activation of stories in relevant media with clear angles
Linking to current news agendas to increase relevance and timing
Campaigns and collaborations that further strengthened the narrative
Ongoing sparring, media training, and optimization
The work was driven as a coherent effort from strategy to execution with a focus on consistency over time.
We established a long-term PR partnership with a focus on building Schulstad's role in the public debate.
The work was based on identifying the agendas where Schulstad naturally has a legitimate voice. From this point, complex agendas were translated into concrete, media-relevant stories.
The effort included, among other things:
Development of analyses and data-driven insights on Danes' dietary habits
Activation of stories in relevant media with clear angles
Linking to current news agendas to increase relevance and timing
Campaigns and collaborations that further strengthened the narrative
Ongoing sparring, media training, and optimization
The work was driven as a coherent effort from strategy to execution with a focus on consistency over time.
Results
Schulstad has moved from a product brand to a clear voice in the debate on diet and health.
A stable presence has been created in both broad and niche media. Schulstad is increasingly being used as a source in relevant stories.
At the same time, the link between the brand and societal agendas has been strengthened. This has increased both credibility and long-term brand value.
Internally and externally, the collaboration has also opened doors to alliances and partnerships around healthy diets and whole grains, further anchoring Schulstad's position.
Results
Schulstad has moved from a product brand to a clear voice in the debate on diet and health.
A stable presence has been created in both broad and niche media. Schulstad is increasingly being used as a source in relevant stories.
At the same time, the link between the brand and societal agendas has been strengthened. This has increased both credibility and long-term brand value.
Internally and externally, the collaboration has also opened doors to alliances and partnerships around healthy diets and whole grains, further anchoring Schulstad's position.
Results
Schulstad has moved from a product brand to a clear voice in the debate on diet and health.
A stable presence has been created in both broad and niche media. Schulstad is increasingly being used as a source in relevant stories.
At the same time, the link between the brand and societal agendas has been strengthened. This has increased both credibility and long-term brand value.
Internally and externally, the collaboration has also opened doors to alliances and partnerships around healthy diets and whole grains, further anchoring Schulstad's position.
Contact us
Christian Bendixen
Head of PR
Contact us
Christian Bendixen
Head of PR
Contact us
Christian Bendixen
Head of PR
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