How rye bread went from obligation and packed lunch to cult status among the youth
How rye bread went from obligation and packed lunch to cult status among the youth
How rye bread went from obligation and packed lunch to cult status among the youth
Client
Schulstad
Services
Marketing & Campaigns
Media
Content & Social Media
Influencers & Advocacy
Film production
We let Tobias Rahim loose in a rye field. Then the young people started eating rye bread again.
Client
Schulstad
Services
Marketing & Campaigns
Media
Content & Social Media
Influencers & Advocacy
Film production
We let Tobias Rahim loose in a rye field. Then the young people started eating rye bread again.
Client
Schulstad
Services
Marketing & Campaigns
Media
Content & Social Media
Influencers & Advocacy
Film production
We let Tobias Rahim loose in a rye field. Then the young people started eating rye bread again.
Challenge
Rye bread has lost its grip on the everyday life of Danes. For the first time ever, wheat bread has surpassed it in sales – a trend that is largely due to the declining consumption of rye bread among young people.
Challenge
Rye bread has lost its grip on the everyday life of Danes. For the first time ever, wheat bread has surpassed it in sales – a trend that is largely due to the declining consumption of rye bread among young people.
Rye bread has lost its grip on the everyday life of Danes. For the first time ever, wheat bread has surpassed it in sales – a trend that is largely due to the declining consumption of rye bread among young people.
Solution
Tobias Rahim loves rye bread. And it shows. We let him be the voice, the aesthetics, and the energy behind a campaign that focused on young people's health without using the word "healthy." Not as a billboard, but as a creative partner and true fan of rye bread.
The campaign ran exclusively in cinemas and continued on social media, where Tobias Rahim himself shared an organic post with his followers. There was no need for grand gestures – just something that resonated and came from someone the young people trusted.
And it worked.
Solution
Tobias Rahim loves rye bread. And it shows. We let him be the voice, the aesthetics, and the energy behind a campaign that focused on young people's health without using the word "healthy." Not as a billboard, but as a creative partner and true fan of rye bread.
The campaign ran exclusively in cinemas and continued on social media, where Tobias Rahim himself shared an organic post with his followers. There was no need for grand gestures – just something that resonated and came from someone the young people trusted.
And it worked.
Tobias Rahim loves rye bread. And it shows. We let him be the voice, the aesthetics, and the energy behind a campaign that focused on young people's health without using the word "healthy." Not as a billboard, but as a creative partner and true fan of rye bread.
The campaign ran exclusively in cinemas and continued on social media, where Tobias Rahim himself shared an organic post with his followers. There was no need for grand gestures – just something that resonated and came from someone the young people trusted.
And it worked.
Results
News reach of over 4 million
+352,000 organic views on Instagram
Increased the young people's appetite for rye bread by 33%
Results
News reach of over 4 million
+352,000 organic views on Instagram
Increased the young people's appetite for rye bread by 33%
Results
News reach of over 4 million
+352,000 organic views on Instagram
Increased the young people's appetite for rye bread by 33%
Contact us
Annette Pryce
Managing Director
Contact us
Annette Pryce
Managing Director
Contact us