We worked with the Kjeldsens Danish Butter Cookie team for two years to renovate the brand’s positioning, messaging and product offering to better compete against the onslaught of local competitors (who had made great gains due to bigger marketing and distribution spends).

During our work together, it also became apparent that the brand team needed to find new creative partners to bring new life to new strategies (e.g., in-store activation).


The Kjeldsens team asked TSI to help identify a suitable brand- activation partner through an agency evaluation process. Once Kjeldsens selected the new agency, TSI partnered in collaborative workshops to ensure that development of new brand materials integrated fresh insights while retaining what consumers had come to love. This work also inspired a series of new product-development needs for the brand which have since been completed.


Our Launch Pad process meant that our client didn’t lose any critical strategic thinking when it came to ensuring the right creative agency was working on bringing the strategy to life in market. Our close partnership and involvement in the creative process ensured that material development included a strong consumer voice throughout and ensured that new campaigns and materials cut through to make an impact. After the brand’s launch of its first renovated campaign, Kjeldsens reported a significant uplift in brand awareness and category sales. The brand is returning to its original market position.