Reach: 4,457,000
Impressions: 11,130,000
20x SoMe engagement

Problem:
At a time when rye bread sales were declining in Denmark, we created a campaign to remind people how lucky we are to have rye bread.

Insight:
Danes miss rye bread when they are on vacation.
It’s actually the second most missed item, right after tap water.

Concept:
Remind Danes how much they miss rye bread when they travel.
In two films, we show how people can often get tired of too much local food and just want something familiar.
The campaign ran in the middle of summer when most Danes were heading off on vacation.
Our largest media placement was at the airport, where we greeted travelers upon landing with messages like “Finally home” and “What’s the first thing you’ll put on your rye bread when you get back?” — a common saying after a long trip.