Tinemelk – The Friendship Breakfasts
We challenged Norway’s largest milk brand, Tinemelk, to put the milk carton back on Norwegian breakfast tables where it once belonged. How? By placing it in a context that would make it relevant again. And that’s how we gathered thousands of Norwegians to literally «break bread» with refugees on asylum reception centres all over the country.
Insights and strategy
Since its beginning in 2011, the Syrian Civil War has forced hundreds of thousands of citizens in the affected countries to flee their homes.
In the autumn of 2015 and the months to come, a significant amount of these fugitives made their way to Norway. Quickly, a heated debate sparked about how Norway should deal with them.
The situation was often poorly and one-sidedly portrayed by the press. This led to us asking: What would happen with the Norwegians’ mindset if we made them meet and observe the refugees from another point of view?
Could such meetings strengthen the bonds between us and our new citizens? And could a dairy product brand contribute to this matter in a relevant, natural and valuable way?
Our opinion was yes, and that Tine could – and should – take a stand on the issue.
In concurrence with TV-aksjonen, the annual televised charity fund raising event taking place in Norway on October 23 2016, we made TINE and the Norwegian Red Cross the facilitators of 82 «Friendship Breakfasts» on asylum reception centres nationwide.
The event would take place at the same time and date on all reception centers, and the menus would consist of both Norwegian and international dishes – prepared by the refugees themselves.
Invitations were printed on 26 million milk cartons. We produced press releases, advertisements and Facebook videos that let Norwegians get to know some of the refugees on a deeper and more personal level than the newspapers had managed to with their coverage.
More than 7.000 people attended the friendship breakfasts that took place at 82 asylum reception centers located across Norway.
More than 80 percent of the Norwegian press covered the event. We can safely say that the expression «to break bread» got its renaissance that day.
● We won the gold prize for«Corporate Social Responsibility» at the 2017 SABRE Awards EMEA.
● … and we won for «Best External Communication Event» at the 2017 Trophées de l’Evénement.
● We also received a 2017 In2 SABRE Innovation Award in the category «Social Good».
● We were nominated for «Best Event» at the Norwegian Retail Prize.
● We were also nominated for best «External Event» in the 2017 SPOT Awards.