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In this past fall Kadaver found itself in a fortunate role of being assigned to a task for the Danish Ministry of Food. Kadaver was chosen along side to other companies and in-house friends, bybird and Haus CPH. This constellation of three companies designed and shaped a campaign that was to address what the Danes wanted in terms of healthier, better and more appealing fast food and convenience products. Through recent years the usage of unhealthy fast food and convenience products has increased rapidly and the campaign was launched to find out whether or not there could be found alternative or new solutions that would make the healthier choice easier for the Danes to make.

The design of the campaign was created around well-known elements that would both created a sense of security to the target group, but it would also have a clear reference to the elements from the world of fast food and convenience products. This was done to secure that the focus of the campaign was in center and the target group would be willing to engage in dialogue around the campaign focus.

The result was a name “Mums – Hvad skulle det være?” (direct translation; Jummy – What will it be?) referring to two well-known terms within the Danish food universe.

The graphic design was inspired by both the environment around the american dinners and the Danish countryside homes.

The campaign that ran in a four week period contained viral elements such as a homepage (hurtigmums.dk), twitter-account, youtube-account and a facebookpage. Alongside these elements the campaign could be found on street-level via a national voxpop carried out by the campaign character Agent Mums, Go-Cards in cafés, headrestsleeves in the busses of Copenhagen and finally during a two week period in “The People’s Kitchen”, where the Danish consumers could taste and give feedback to different producers of Fast Food and Convenience products.

The conclusion of the campaign has been loads of feedback given by the target group, which will help form what future initiatives needs to be made in the future regarding fast food and convenience products.

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