Campaign details

Brand: Fleggaard
Brand owner: Fleggaard
Lead agency: UncleGrey
Country: Denmark
Industries: Supermarkets & grocery stores
Media channels: Content marketing, Email marketing, Online display, Online video, Programmatic display, Public relations, Social media, Television, Video on demand 
Budget: 500k - 1 million

Executive summary

This case study shows how Fleggaard, a Danish chain of border supermarkets located in Germany, attracted a whole new audience by inviting Denmark's biggest snob across the border.

The border shopping market was stagnating, leaving it up to the market leader, Fleggaard, to change the market dynamics by attracting people who didn't care about border shopping.

Rather than joining the choir of price shouters, the brand set out to become an entertainment brand. In a six-episode series spanning hundreds of content pieces across Facebook and YouTube, consumers were immersed in a humorous and debauched narrative with one of the country's most famous persons.