The challenge

The Danish Dairy Board came to Kernel because it faced the task of promoting the intake of dairy products in the morning. The objective was to bring awareness to the versatility of dairy products and to their general nutritional and health benefits.

Strategy and activation

Following an intensive research and insight process Kernel developed the concept of 'Morning Milk', which stresses the importance of dairy as a natural part of a healthy and nutritious breakfast. Furthermore, the concept succeeds in showing the many different ways in which consumers can enjoy dairy products in the morning – dairy is not just milk on cereal.

Execution and results

The 'Morning Milk' concept was executed via a large-scale national campaign involving newspaper and magazine ads, a book, a campaign website, outdoor-media and events.

The campaign is still running, but it has already boosted public interest in the concept of 'Morning Milk'. The campaign mixed relevant but traditional broadcast media with some more creative touchpoints such as a recipe and nutrition book and a four metre high elephant painted as a cow, pulled through Copenhagen to provoke a reaction to the obvious origin and flexibility of milk.

The campaign website has generated over 160,000 unique visits, the nutrition book Start Smart has reached more than 200,000 Danish households and Danish news media have covered the campaign extensively.