The cultural grammar of milk
The challenge
Gain insights into the public perception of milk among Danish consumers and create public awareness of the most interesting findings.
Strategy and activation
An anthropological study carried out on Kernel's behalf produced interesting findings, which were subsequently presented with other research findings at a public symposium.
Execution and results
The study were presented at a public symposium, which, together with Kernel's PR efforts, gained extensive media coverage in the Danish media. The findings have since been used as the basis for developing long term strategies with the Danish Dairy Board. Incidentally, Arla Foods also took a fresh look at their sponsor strategy based on these findings.