EAT LESS GREEN

The Challenge
After 25 years of pioneering Denmark’s organic food culture, Aarstiderne faced a new reality: green had gone mainstream. To stay ahead, the brand needed to evolve—without losing its core values.

The Solution
We launched a campaign that flipped the script. Instead of pushing more green, we told people to eat less of it. Because eating well isn’t just about green - it’s about pink, orange, purple, and yellow too.
With the line “Appetit på fremtiden” (A Taste for the Future), we redefined Aarstiderne’s mission for a new generation and brought fresh energy to a beloved brand.f.