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Arla Food: Breakfast in school

Year: 2001

Case story: Arla Food wanted to show that students perform better when eating breakfast at school rather than not at all, or too early back home. For the sake of the students...and (perhaps not to anyone's surprise) for the sake of the sales of healthy dairy products.


We created a series of tests in Swedish schools with a variety of activities connected to the breakfast introduction events.

We engaged a young, edgy (!), theatre group that wrote a series of plays and songs on the subjects of being a smarter student, a good classmate and what a bad idea it is to start the day with an empty belly. We performed in school restaurants in Sweden while serving breakfast.

We created a sms-competition about sending the best dating messages – students were winnig movie tickets.

Our point was that breakfast is not just about vitamins and good grades... it is in fact also a great moment for dating...or just making friends.

The local media loved to be invited... they spread the buzz together with student's activities on the early versions of social media platforms.

Stuff for the staff

Yes of course...the staff needed inspiration as well. So we created a newsletter and a book for them (those were the days before Instagram, Facebook and Twitter...).

The heroes working every day at school to look after the students and came extra early to make the breakfast nice and cosy...they deserved all the attention we could give them so we created a magazine for them. If they're not happy, how can the students be happy?

We created a book for them with easy-to-fix-tips, ideas and recipes on how it easily could be managed at their school without having to re-invent the wheel or hiring extra staff etc.


Sketches and music: Johan Sundberg (Ung Utan Pung)
Acting: Sofia Zouagay and Ami Wester (UngUtanPung)

Video: Matiné Film & Television

Producer, idea, copywriting: B Bertoft

Photo: Martin Sundström

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