Brief from WDP.
Created with Christine Andersen.

Launching Mørkt Kernerug
A campaign with a family at its heart

Lagkagehuset was launching a new product: Mørkt Kernerug, a moist sourdough rye bread packed with seeds. Our task was to develop a creative, commercially compelling campaign concept and write the launch copy.

Instead of talking about rye bread in the usual way, we introduced the loaf as the newest member of the nuclear family — a play on the Danish word “kerne”, meaning both seed and nucleus. This gave us a humorous, relatable story that could engage the audience while highlighting the product’s generous seed content.