When Stryhns launched Grovhaps, we uncovered maybe the deepest human insight in the whole world: making lunchboxes everyday is f#@%!ng annoying.

Because Grovhaps is a coarse rye bread snack, we reminded Danes about this insight in an equally coarse way. Then we illustrated these headlines in naive style that allowed us to say the raw unfiltered truth without offending too many people.

The campaign was so well received that we were tasked to developed another version commemorating the end of summer holidays.

Here we took the opportunity to reminded Danes that unfortunately now it was time to make those god damn lunchboxes again.