How we got Gen. Z to eat rye bread.
The ObjectivesYear & Services
Client
Schulstad
Year
2025
Service
Social-First campaign / Event / Creator collaborations
The Challenges
Rye bread is a Danish staple - but to Gen Z, it's their parents' lunch.
Schulstad had developed Rug-Go as a more accessible, on-the-go format, but faced a double barrier: repositioning a product category that feels outdated, while reaching an audience that actively skips traditional advertising and only engages with content that feels native to their world.
The Brief
The brief wasn't just to create awareness - it was to drive actual product trial and sharing behaviour from a generation that's harder than ever to move.
What we did.
The Approach. A 3-phase creator campaign: pre-launch hype, then hero launch film and the post-launch amplification.
Micro and macro influencers gave authentic stamp of approval. A physical sampling event drove real-world product trials, while digital content made it share-worthy in the feed - meeting the audience both on the street and on the scroll.
Results.
Here’s some of the fruits of our labor.
+320%more tastings and samplings than projected.
+304%more engagements than projected.
+100%Increase in avg. time spent