Tine SA: The friendship breakfast

TineMelk, a milk brand, used a series of breakfast events promoted through PR, social media and its own cartons to improve attitudes towards refugees in Norway.

Campaign details

Advertiser: TINE SABrand: TINE SAAgency: JCPCountry: Norway

In 2015 Syria collapsed, and started the largest migration from war and conflict since WW2.

A human catastrophe was unfolding.

Directly affecting the whole world.

Many chose to seek refuge in the otherwise peaceful Norway.

It was a dramatic situation in the international community and tension among the Norwegian population was created.

At the same time the biggest Norwegian milk brand, Tine-milk, wanted to create a campaign with more substance.

Regardless of their marketing initiatives or product innovations they didn't manage to effect sales...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands