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.
With Rug-Go, Schulstad had reimagined traditional rye bread as a convenient, on-the-go snack. The challenge was to make a familiar product feel fresh, relevant and worth trying for a younger audience.
The Brief
Make rye bread relevant again.
Introduce Rug-Go to a new generation through a social-first campaign designed to spark curiosity, encourage product trial and turn everyday snacking into something worth sharing.
What we did.
The Approach. From the scroll to the street. And back again.
We built a three-phase creator campaign designed to turn curiosity into real-world product experiences.
Starting with pre-launch teasers, building momentum through a hero launch film and extending the conversation with post-launch creator content.
A mix of micro and macro creators brought reach, relevance and credibility to the campaign, while a physical sampling event put Rug-Go directly into the hands of the audience.
The idea was simple: Don't just tell Gen Z about a new snack. Give them a reason to try it, talk about it and share it.
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