A taste of Thy
Bakkedal was launched in 2002 and is one of the most famous local Danish butter brands. With Bakkedal, the Danes get an alternative, even a very tasty one. Bakkedal takes great pride in bringing out the well-known good taste. This is the reason why Bakkedal reaps many top rankings in various taste tests in Denmark.
The challenge
Develop a long-term positioning on Bakkedal, which will lead Bakkedal into the premium segment with a higher kilo price and determine Bakkdal’s position as an authentic product from Thy’s pure nature.
The solution
We relaunched Bakkedal by developing a strategic and humoristic campaign (film, print, campaign site, new photo CVI). We wrapped Bakkedal in small aesthetics tales.
The films differ markedly from the majority of commercials. The scenes are “wrapped” in real sound, for example, the roar of the waves and the wind in the lyme grass. The result is small aesthetic stories about the area of Thy.
The result
Bakkedal is today sold at a higher price than Kærgården (Denmarks biggest butter spread brand) and has lifted both sales, tourism and beer sales in Thy.
Concept & Film Director: https://vimeopro.com/joachimnielsen/idefilm