B2C | Tiny People's Choice

Capturing the Hearts & Minds of Kids & Parents with a New Healthy Snack Brand


New sub-brand strengthens international market position
The Whole Company is a Danish holding company focusing on FMCGs with well known brands such as Castus and Fredsted The. With the aim of strengthening its international market position, The Whole Company launched a new, organic plant-based snack for younger children under the brand name Tiny People’s Choice.


Differentiation in the booming healthy snacks category
The Whole Company needed a brand concept, value proposition and go-to-market strategy for the new sub-brand Tiny People’s Choice that could both appeal to consumers, particularly across the Nordic markets, as well as differentiate the brand from its competitors. Commercial Director at The Whole Company, Michael Rahbek explains:

Our analysis showed that families with children want healthy, fibre rich, organic snacks for their youngest children while on the go. At the same time, we could see that the target group needed a healthier alternative to the quick snack on the road – something not associated with a bad conscience or stress.”


Tiny People’s Choice products offer much more than simply being organic: they are easy to take with you on the go, an ‘in-between’ snack, a small pause and a break from everyday life. When  taking a closer look at the target group, they live a stressful day to day. Parents are busy from breakfast to bedtime story, rushing from one activity to the next – with the children trying to keep up behind. This makes small breaks from the rat race essential.

These insights shaped the Tiny People’s Choice brand concept “A Magical Break”, which focuses on the small breaks from the hustle and bustle of everyday life, where children can pull the plug and allow their imagination and creativity to run free. The small snacks were launched together with the new communication concept based upon the theme of creativity. Tiny People’s Choice was launched across a variety of brand touch points including a TV commercial and extensive social media exposure. The lively universe consists of four different underwater animals, each with their own personalities and characteristics, and a boy, who from the backseat of a car, experiences a world full of playful opportunities.

Janus Maybom Jauch, Creative Director at Sunrise:

“The movie is supposed to incite happiness and good karma, for both kids and parents while navigating their busy everyday lives. There should always be time for a little break, where creativity can flourish – and that’s what we think the platform delivers – by depicting Tiny People’s Choice as the healthier snack alternative there’s no need to feel guilty about and associating it with a positive and joyful little occasion, where creativity is allowed to run free.”

Simon Hertz, CEO & Senior Partner at Sunrise, adds:

“For us, it’s always interesting to have the opportunity to work with clients like The Whole Company that have the same level of ambition, both nationally and internationally. We thrive when we get to take part in creating results and growth. It’s a real pleasure to be an essential partner in a process as ambitious and important as this. Naturally, we approach this task with humility, but at the same time never limit our ambitions. I truly feel that we are well aligned with Michael Rahbek, his team and the rest of The Whole Company’s management through well-functioning business and working relationships, which are always a great starting point for success.”

Do you want to hear more?
Contact Consultant
Katrine Nordgaard
+45 53 70 91 80 or kno@sunrise.dk

Follow us here