We made whole grains a matter of public health
We made whole grains a matter of public health
We made whole grains a matter of public health
Client
Schulstad
Services
Public Relations & Agenda Setting
Analysis & Insight
Brand Platform & Positioning
Digital Service Platform & Integration
How do you put rye bread on the agenda in a time when it is being eaten less and less?
Client
Schulstad
Services
Public Relations & Agenda Setting
Analysis & Insight
Brand Platform & Positioning
Digital Service Platform & Integration
How do you put rye bread on the agenda in a time when it is being eaten less and less?
Client
Schulstad
Services
Public Relations & Agenda Setting
Analysis & Insight
Brand Platform & Positioning
Digital Service Platform & Integration
How do you put rye bread on the agenda in a time when it is being eaten less and less?
Challenge
Rye bread has lost its position in the daily lives of Danes. For the first time ever, white bread has overtaken rye bread in sales – a development particularly driven by the declining consumption of rye bread among young people.
Challenge
Rye bread has lost its position in the daily lives of Danes. For the first time ever, white bread has overtaken rye bread in sales – a development particularly driven by the declining consumption of rye bread among young people.
Rye bread has lost its position in the daily lives of Danes. For the first time ever, white bread has overtaken rye bread in sales – a development particularly driven by the declining consumption of rye bread among young people.
Solution
Schulstad did not just want to sell more bread - but also to take real responsibility in the debate about young people's eating habits. Therefore, we developed in collaboration 'Kernetal': an annual digital publication that in 2023 examined the bread habits of Danes and in 2024 focused broadly on teenagers' diet.
Kernetal has become and remains a strategic platform to give Schulstad a legitimate voice in the societal debate about the health and eating habits of Danish youth.
Solution
Schulstad did not just want to sell more bread - but also to take real responsibility in the debate about young people's eating habits. Therefore, we developed in collaboration 'Kernetal': an annual digital publication that in 2023 examined the bread habits of Danes and in 2024 focused broadly on teenagers' diet.
Kernetal has become and remains a strategic platform to give Schulstad a legitimate voice in the societal debate about the health and eating habits of Danish youth.
Schulstad did not just want to sell more bread - but also to take real responsibility in the debate about young people's eating habits. Therefore, we developed in collaboration 'Kernetal': an annual digital publication that in 2023 examined the bread habits of Danes and in 2024 focused broadly on teenagers' diet.
Kernetal has become and remains a strategic platform to give Schulstad a legitimate voice in the societal debate about the health and eating habits of Danish youth.
Results
Created a new platform and position for Schulstad as a community actor
Broad media coverage and press mention of the status of rye bread in Denmark
Established as a source of knowledge in stakeholder dialogue and professional forums
Laid the foundation for the campaign Powered by Rye Bread
Results
Created a new platform and position for Schulstad as a community actor
Broad media coverage and press mention of the status of rye bread in Denmark
Established as a source of knowledge in stakeholder dialogue and professional forums
Laid the foundation for the campaign Powered by Rye Bread
Results
Created a new platform and position for Schulstad as a community actor
Broad media coverage and press mention of the status of rye bread in Denmark
Established as a source of knowledge in stakeholder dialogue and professional forums
Laid the foundation for the campaign Powered by Rye Bread
Contact us
Morten Hershøj
Strategy Director & Partner
Contact us
Morten Hershøj
Strategy Director & Partner
Contact us