Tobias Rahim with his bare torso and heavy weights in the middle of a field of rye. In an advertisement for rye bread.
It was nothing short of surprising when Schulstad presented the Danish music star as its new rye bread ambassador in October.
But the campaign was sharply executed, authentic, bold – and incredibly surprising for a rye bread brand.
For that reason, Schulstad, Tobias Rahim, and the agency Advice have won the Campaign of the Month award for September and October. The award is given by an independent professional jury on behalf of the media Markedsføring.
Besides Schulstad, the top 3 in the Campaign of the Month this time is made up of Matas with the ‘Each their city’ campaign, created in-house, as well as ‘Is it you or the tobacco industry speaking?’ from the Danish Cancer Society made in collaboration with Robert/Boisen & Like-minded.
A thick slice against
The recognition and the professional praise evoke pride at Schulstad, which states that it took a good deal of courage to create a campaign that is so different for rye bread.
”I am especially proud that the campaign is called bold. Because that is something we really want to be,” says marketing manager at Schulstad, Trine Søndergaard.
”That was also the feeling we had when we had to make the decision to dare to enter into such a collaboration. There are no guarantees, and we had to let go of a lot of control. But we had to do that if it was going to succeed. If you go out there and lose your courage, it won’t be authentic.”
At the agency Advice, which has been involved in setting the direction from the initial dialogue to the PR rollout of the campaign, they are also pleased.
”I also notice that the campaign is called authentic. We have talked a lot about that. We see many collaborations with celebrities, and people disengage if it becomes too contrived or hyper-commercial. It’s great that Schulstad has a collaboration that makes sense,” says Christian Bendixen, senior advisor at Advice.
”And it is exciting to take something as traditional as rye bread and think outside the box to create something that people take notice of. In PR, that’s what it takes. It needs to be something new so that journalists notice it and create organic coverage,” he says.
Trine Søndergaard adds:
”There’s no doubt that with Tobias Rahim, we can get a voice with people we have trouble reaching. In all our communication, we want to pool more budget and resources for alternative communication, because we need to be creative if we are to reach people.”
