Revolutionizing Tradition: Rynkeby Foods’ Quest to Reach Young Danes
For decades, Rynkeby Foods has been synonymous with breakfast in Denmark, its products gracing tables across the country, often depicted in idyllic family settings. However, as societal norms evolve and consumer habits shift, the company faced a challenge: how to captivate the attention of young Danes aged 18-35 who are increasingly skipping breakfast.
Adapting to Changing Tides
Recent surveys revealed a concerning trend: up to 7 out of 10 young Danes opt to skip breakfast daily. This presented a significant hurdle for Rynkeby Foods, whose traditional marketing strategies centered around the quintessential family breakfast tableau. To remain relevant and engage with this demographic, the company recognized the need for a fresh approach that resonated with the younger generation’s preferences and lifestyles.
Enter a Quirky Universe
In a bold departure from its conventional branding, Rynkeby Foods embarked on a journey to reimagine its messaging and connect with young Danes in a meaningful way. The result? A whimsical universe centered around an eccentric grandmother and her five grandchildren living amidst the enchanting backdrop of the woods. This imaginative setting offers a departure from the norm, both visually and thematically, capturing the essence of youthful vigor and boundless exploration.
Beyond Fruit Juice: Embracing Diversity
The campaign transcends the mere act of consuming fruit juice; it invites consumers to embark on a journey of self-discovery and embrace the richness of the world around them. By positioning Rynkeby as more than just a beverage, but rather a gateway to newfound experiences and adventures, the company seeks to forge deeper connections with its audience, fostering a sense of curiosity and wonder.
Youthful Courage, Age-Old Wisdom
At the heart of Rynkeby’s revamped approach lies a fusion of youthful exuberance and timeless wisdom. The eccentric grandmother symbolizes a reservoir of age-old knowledge and insight, while her grandchildren embody the spirit of youthful daring and exploration. This juxtaposition creates a dynamic narrative that speaks to both the wisdom of the past and the possibilities of the future, resonating with audiences across generations.
A Touch of Unexpected Magic
Incorporating elements of whimsy and fantasy, Rynkeby’s campaign infuses a sense of magic into the everyday. Through enchanting storytelling and captivating visuals, the company transports viewers to a world where the ordinary becomes extraordinary, inviting them to embrace the wonder that surrounds them. This element of surprise adds depth and dimension to the brand’s narrative, leaving a lasting impression on consumers.
Charting a New Course
As Rynkeby Foods charts a new course forward, it remains committed to its core values of quality, authenticity, and innovation. By embracing change and embracing the unconventional, the company continues to push boundaries and redefine what it means to connect with consumers in a rapidly evolving landscape.
Conclusion: Embracing the Journey
With its innovative campaign titled ‘Find your thirst – quench your thirst.’, Rynkeby Foods embarks on a bold new chapter in its brand evolution. By embracing a quirky universe and inviting consumers to explore the world of possibilities, the company redefines its role in the lives of young Danes, inspiring them to embark on their own adventures and savor every moment along the way.
