How to sell a product by selling its place of origin

Skyr. What is it, where does it come from and why should you eat it? This campaign answered all those questions with a waynes world-meets tiktok style campaign that introduced the world to Icelandic Provisions via a pair of quirky tour guides. Kind of like a public access tourism campaign brought to you by the product, this campaign used real icelanders to make a case for why YOU should start your day with Icelandic Provisions Skyr.