A unique brand collaboration between Schulstad and Spies Rejser built on an insight that is especially true for many Danes traveling on vacation: We miss rye bread. Some start missing it after just a few days, and others even bring it with them. To remind people not to take rye bread for granted, we launched the “Nødskiven” (Emergency Slice). A vacuum-packed single slice of good Danish rye bread, handed out to you as you boarded the plane on your way to adventure. If homesickness struck, help was right at hand.