Surprisingly fun

We helped the Pepsico company - Quaker Oats Scandinavia - to combine product sampling of Havrefras and on-pack-campaign activation in an experience for the shoppers in Denmark’s leading hypermarket chain Bilka.

Our idea was to let the on-pack figurines hide in the breakfast cereal cushions putting the very product in the center of engaging the shopping families across the country. Havrefras wanted to shake of an image of being boring because of being very healthy and jam-packed with whole grain – the product should be seen also as tasty and surprisingly fun! This was the main message of the on-pack campaign with cute and fun elephants, cooks, aliens and hot air balloons and the starting point for the event.

RM Greenhouse – our department for experience design - developed the idea into a concept where children and playful souls move between printed three dimensional piles of Havrefras soaring above their heads while they count how many of each figurine have hidden there.

The game had a strong visual presence in the stores and the concept proved to have great appeal with the children. The level of engagement and the timeframe was carefully aimed for the shoppers’ receptiveness to surprise and experiences without prolonging their shopping noticeably. During the event we sampled Havrefras mini-packs extending the presence in the shoppers’ attention onto the breakfast table at home and allowing us to reach the shoppers who did not wish to participate.

RM Greenhouse and RM Promotion collectively handled the event for Quaker Oats Scandinavia from initial idea onto the dialog with the individual Bilka store and booking the engaging crew. The game materials we developed to be used again and again and with compact shipping and a smooth execution that does not need the involvement of the local store staff.




RelationMedia is Denmark’s leading shopper promotion agency and our primary focus is generating brand awareness and sale for your product. Our hallmark is a high level of service, know-how and professionalism.

RM Promotion executes product presentations and sampling activities in Denmark's biggest FMCG chains and in off-trade locations relevant for your target group. Our concept includes handling staff, store information and quality set-ups.


RM Greenhouse advises on creative experience development and design for B2C and B2B activities. We transform above-the-line campaigns into engaging shopper experiences and set up events around your brand.

Furthermore our RM Fieldservice handles educated sales teams and efficient merchandising as well as high-quality data collection for Denmark's biggest supermarket chains and major Danish and international suppliers.


Our staff holds experiences and skills in various fields relevant to promotion such as sale, marketing, retail, project management, ideation and design. In the field our more than 1,000 skilled and dedicated freelancers implement your activities insuring sale and appreciative responses from customers.