94 % of the Danish population do not eat enough whole grains. In January 2009 Fuldkornpartnerskabet, which is a cross-functional collaboration between patient organizations, the Ministry of Food, Agriculture and Fisheries, DI - Danish Food and Drink Federation, various manufactures and retail trades, launched a new health campaign. The object of the campaign was unambiguous: “Choose whole grains first”. Essencius handles the PR and has among other things arranged a corps of volunteers that consists of Danish celebrities – the so-called Fuldkornsambassadører (Wholegrain ambassadors). For instance, see how Eskild Ebbesen and Chris MacDonald stay healthy with whole-wheat here. By the beginning of the campaign the editorial offices received a whole-wheat breakfast basket. A few days after the campaign started more than 50 different media, e.g. TV, radio, daily papers and local newspapers mentioned the campaign and showed the logo.
“ Essencius has worked hard to get as much press coverage as possible and they have succeed. Essencius is inventive, flexible, competent and conscientious towards the fulfillment of their tasks. They have delivered a star performance!“ Regitze Siggaard, campaign manager