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 an onslaught of local competitors. These competitors have been able to 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.


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 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.


TSI’s process meant that our client didn’t expend critical strategic thinking ensuring the right creative agency was working on bringing the strategy to life. Our close partnership and involvement in the creative process ensured material development included a strong consumer voice and new campaigns 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.

Bringing New Life to a Beloved Brand


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Tel: (+86) 21 53098757
Email: joel@thesilkinitiative.com

North America

Tom Sommers
Tel: (+1) 513 607 8136
Email: tom@thesilkinitiative.com

Hong Kong
Washington, D.C.
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