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Rynkeby x Represented
Campaign Objective
Rynkeby is Denmark’s largest producer of juice, headquartered on Midtfyn. The company, part of the German Eckes-Granini Group, holds a strong market position and boasts a wide range of well-known products.
Represented entered into a strategic collaboration with Rynkeby to promote their sub-brand TØRST through influencer marketing. The goal was to build stronger brand awareness and increase attention around the various TØRST flavors while reaching a younger audience that is difficult to engage through traditional media.
The campaign’s objectives were to establish awareness of TØRST as a brand, highlight its unique USPs and flavor varieties, and create buzz and hype around the products. As an example within the FMCG sector (Fast-Moving Consumer Goods), this campaign demonstrates how influencer marketing can effectively generate engagement and drive awareness for consumer goods across digital platforms.
Through a series of carefully selected influencers on both Instagram and TikTok, the campaign achieved impressive results with high exposure and interaction. It significantly contributed to strengthening Rynkeby’s position within the younger segment and established a clear strategy for future influencer activations.
Performance
9
influencers
14
posts on Instagram
5
posts on TikTok
2,475,000+
impressions
11,900+
engagements
1 month & 1 day
total view time on 4 Reels
Rights
included
Denmark
location
Represented has been a valuable partner in our campaign activation in 2024, particularly in reaching a younger target audience and increasing awareness of our sub-brand TØRST.
Our strategy is clear: we want to connect more closely with younger consumers—not only through the products we launch but also through our communication and media mix. This means being present where they are.
With their experience and industry knowledge, Represented has led the influencer activation for the TØRST campaign, successfully engaging the right mix of influencers in alignment with our brand and campaign strategy. This has resulted in a cohesive campaign, where influencers actively executed the campaign message, “Find your TØRST, quench your TØRST,” thereby contributing to increasing awareness of TØRST.
In 2025, we will continue our successful collaboration with Represented, with influencer marketing remaining a key element of our campaign activations.
Simone Udsen
Senior Brand Manager, Rynkeby Foods A/S
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