While Norwegians know the importance of a healthy breakfast, most know little about what makes a breakfast healthy. The Norwegian Information Office for Dairy Products (Melk) wanted to highlight key foods and nutrients people need to kick start their day, while establishing Melk as Norway’s natural authority on dairy products. They wanted to be the most credible communicator for the health benefits of dairy products.

Melk’s high-profile CEO cleared her busy schedule to travel all over Norway to breakfast with people and give good nutritional advice. Their eating habits would feed a study backing an action plan for preserving the healthy Norwegian breakfast for future generations. This would be presented to the ministers of health and education.

The CEO visited all of Norway’s 19 municipalities, covering the distance from Oslo to Rome. Local media were invited at every stop while a specially developed digital break-fast calculator helped people test their meal for nutrition and energy. Facebook activities and competitions secured extra traffic to Melk’s website, which also covered the tour.

Combining owned and earned media cover proved a PR success, as the breakfast tour created huge interest in local, national and social media with over 130 stories plus debates. 378,000 people used the digital breakfast calculator. Soon after the campaign 30% of Norwegians said they’d experienced increased focus on breakfast and 20% had read about Melk. Traffic to Melk’s website increased considerably and the Norwegian Information Office for Dairy Products - Melk - became a household name.

Melk’s special webpage for the breakfast tour invited people to apply to host a breakfast for the CEO, Ida Berg Hauge. In the end the tour covered a distance equaling Oslo to Rome, involving all of Norway’s 19 municipalities.

Local media were invited to participate on the breakfasts Melk spread their expertise while getting valuable information about Norwegians’ breakfast habits.

A specially developed digital breakfast calculator helped people test whether their meal had enough nutrition and energy. Activities that secure traffic to Melk’s website were carried out, in order for Melk to get even more in-sight in to Norwegian’s breakfast habits, like competitions and Facebook activities.

The breakfast tour created huge media interest from local print via national TV to de-bates in social media.

The digital breakfast calculator was a huge success with 378 000 people checking their eating habits, and over 130 media stories – even on Norwegian national broadcaster NRK.

30 % of Norwegians say there was more focus on breakfast in Norwegian media lately, and 20 % have read about Melk lately.

Traffic to Melk’s website increased with considerably and the campaign made the Norwegian Information Office for Dairy Products - Melk - a household name.