Schulstad

Reigniting Danes love for rye bread

Danes have a fascinating relationship with rye bread. It’s a staple in most homes and symbolises the everyday simplicity of lunchboxes and effortless dinners. But it’s also served as a delicacy with carefully curated toppings, putting Denmark on the culinary map. As the leading bread manufacturer, Schulstad aims to continually reignite Danes’ love for rye bread while simultaneously keeping up with culture and holding on to tradition.


Ude godt, rugbrød bedst
(Home is where the bread is)

Reminding Danes of their love for rye bread when holidaying
Many Danes miss their daily rye bread when traveling abroad. To address this, we launched the "Ude Godt, Rugbrød Bedst" campaign, highlighting the unique Danish craving for rye bread during holidays. The campaign featured humorous content that resonated with Danes' sense of nostalgia and national pride, reminding them that while adventures abroad are delightful, nothing compares to the comfort of Danish rye bread.

This initiative not only boosted rye bread sales during traditionally low seasons but also reinforced Schulstad's position as a beloved brand deeply connected to Danish culture.

Campagin:

OOH
The campaign reached Danes both departing for holiday and returning home by placing messaging in the baggage claim area at Copenhagen Airport.


Nødskiven
(The Emergency Slice)

Alleviating Danes of their longing for rye bread
Many Danes miss their daily rye bread when travelling abroad. To address this, we partnered with Spies Travels to create the "Nødskiven" — a vacuum-packed slice of fresh rye bread designed to satisfy cravings while on holiday. This initiative was launched in response to a survey revealing that over 25% of Danes miss rye bread during vacations, with 67% consuming it five to seven times weekly.

Brand Partnership:


TOBIAS RAHIM x SCHULSTAD
– Powered by Rugbrød

Iconising rye bread
To combat the decline in rye bread consumption among Danish youth, we partnered with cultural icon Tobias Rahim in his first commercial collaboration. The campaign, titled Powered by Rugbrød, granted Rahim full creative freedom, resulting in bold visuals, such as him lifting weights shirtless in a rye field, which authentically connected with younger audiences. This approach led to a 33% increase in rye bread interest among youth and achieved a media reach exceeding 4 million.

Creator partnership:

Role: Senior Copywriter
Agency: Advice A/S

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