How did Schulstad create a brand new rye bread celebration?
How did Schulstad create a brand new rye bread celebration?
How did Schulstad create a brand new rye bread celebration?
Client
Schulstad
Services
Concept & Creative Development
Marketing & Campaigns
Media
Film production
Content & Social Media
How did Schulstad create a completely new rye bread celebration?
Rye bread tops the list of what we miss most on vacation. Schulstad played on that longing with films, OOH, and airport stunts – reminding us of the obvious: Outside is good, rye bread is best.
Client
Schulstad
Services
Concept & Creative Development
Marketing & Campaigns
Media
Film production
Content & Social Media
How did Schulstad create a completely new rye bread celebration?
Rye bread tops the list of what we miss most on vacation. Schulstad played on that longing with films, OOH, and airport stunts – reminding us of the obvious: Outside is good, rye bread is best.
Client
Schulstad
Services
Concept & Creative Development
Marketing & Campaigns
Media
Film production
Content & Social Media
How did Schulstad create a completely new rye bread celebration?
Rye bread tops the list of what we miss most on vacation. Schulstad played on that longing with films, OOH, and airport stunts – reminding us of the obvious: Outside is good, rye bread is best.
Solution
Rye bread is one of the things we Danes miss the most when we are away from home on vacation. This insight was used by Schulstad as a basis for the summer campaign "Good Out, Best Rye Bread". Here, the travel-loving Danes were met with films, OOH, and activations reminding them of their craving for rye bread before, during, and after the trip. At the airport, travelers received a "nø god"u000a vacuum-packed slice of rye bread to ease the worst rye bread craving before their vacation. Upon returning home, they were greeted with humorous messages in the arrival halls. The campaign combined humor, context, and timing – and created, with high visibility, strong engagement, and a measurable increase in sales, a completely new rye bread celebration.
Solution
Rye bread is one of the things we Danes miss the most when we are away from home on vacation. This insight was used by Schulstad as a basis for the summer campaign "Good Out, Best Rye Bread". Here, the travel-loving Danes were met with films, OOH, and activations reminding them of their craving for rye bread before, during, and after the trip. At the airport, travelers received a "nø god"u000a vacuum-packed slice of rye bread to ease the worst rye bread craving before their vacation. Upon returning home, they were greeted with humorous messages in the arrival halls. The campaign combined humor, context, and timing – and created, with high visibility, strong engagement, and a measurable increase in sales, a completely new rye bread celebration.
Rye bread is one of the things we Danes miss the most when we are away from home on vacation. This insight was used by Schulstad as a basis for the summer campaign "Good Out, Best Rye Bread". Here, the travel-loving Danes were met with films, OOH, and activations reminding them of their craving for rye bread before, during, and after the trip. At the airport, travelers received a "nø god"u000a vacuum-packed slice of rye bread to ease the worst rye bread craving before their vacation. Upon returning home, they were greeted with humorous messages in the arrival halls. The campaign combined humor, context, and timing – and created, with high visibility, strong engagement, and a measurable increase in sales, a completely new rye bread celebration.
Results
Total reach of 4,457,000 Danes
Increase in rye bread sales of 127,000 units
Increase in market share during the period of 2.6%
Social reach of 2,121,951
The success of the campaign means that it was not just a one-time effort, but that it has come to stay for many years to come.
Results
Total reach of 4,457,000 Danes
Increase in rye bread sales of 127,000 units
Increase in market share during the period of 2.6%
Social reach of 2,121,951
The success of the campaign means that it was not just a one-time effort, but that it has come to stay for many years to come.
Results
Total reach of 4,457,000 Danes
Increase in rye bread sales of 127,000 units
Increase in market share during the period of 2.6%
Social reach of 2,121,951
The success of the campaign means that it was not just a one-time effort, but that it has come to stay for many years to come.
Contact us
Annette Pryce
Managing Director
Contact us
Annette Pryce
Managing Director
Contact us