Schulstad launched what they described as "the biggest campaign of the year" with their new signature bread. A customised outdoor campaign consisting of strategically placed Adshels, in conjunction with other media, effectively created awareness of the signature bread and kick-started sales. To maximise the impact, 10 spectacular giant cheesebreads dominated the streets, adding a distinctive high-impact element to the overall campaign.

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Anne Sofie Snoer, Brand Manager at Schulstad, said the following about the campaign:

"The launch of the rye bread, Signaturbrød together with Sol over Gudhjem, was our biggest rye bread launch that year. Together with Bauer Media Outdoor, we created a creative add-on to our media mix that caught the eye and created attention around the launch."

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From creative brief to increased awareness

Rasmus Lundorff, Creative Project Manager at Bauer Media Outdoor, added:

"We received a creative brief from Schulstad and their media agency, Publicis, with a desire to break the traditional outdoor format. We came up with the idea of making a giant rye bread in 3D to create the feeling of a 'real' rye bread, and we were quite successful with that."

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Strategic placement drove results

The campaign Adshels were tactically placed near Coop's supermarkets where the rye bread is sold.

Creative utilisation of the medium: 3D installations broke through the noise

Strategic placement: Close to the points of sale for maximum relevance

Integrated campaign: The outdoor elements reinforced the other media campaign

High impact: The large installations created publicity and awareness

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Ann Laybourn, Key Account Manager at Bauer Media Outdoor, elaborated on the strategy:

"In this way, Schulstad created increased frequency and recall effect where relevance was at its peak. A stroke of genius when we know that relevance = increased interest and purchase intention."

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