Pure brand positioning

Introduction

Strategic brand concept creates category growth

The Danish supermarket chain føtex wanted to elevate its quality offering and strengthen its position within organic products. The ambition led to a partnership with Tjele Gods, a 100% organic farm in the heart of Jutland, to develop a new brand.

Built around the brand concept of “Rendyrket Økologi” (Purely Organic), Tjele Gods has become a distinct brand that brings the farm’s philosophy to its product positioning, driving recognition and growth. It has already delivered strong commercial results, with the range being expanded even before the brand turns one year.

How it began

Organic at Tjele Gods is more than organic

Føtex wanted more than another organic line. With Tjele Gods as partner, the ambition was to build a product concept rooted in self-sufficiency, animal welfare, and responsibility.

At Tjele Gods, farming is based on a philosophy where soil, animals, and plants support each other. Crops are fertilised only with organic manure from the farm’s own cattle, while solar-powered robots and traditional crop rotation keep the soil fertile without chemicals. The cows graze outdoors for at least 180 days a year, and biodiversity is strengthened with blooming meadows and untouched forest.

This philosophy of balance and self-sufficiency makes Tjele Gods unique. That’s why it needed a strong product concept and strategic narrative to make their products stand out on the shelves and in the minds of consumers.

Developing the solution

A brand built from scratch

Tjele Gods has a unique philosophy and the product concept for the brand needed to reflect that. The challenge was to communicate Tjele Gods does more than expected without saying it outright. Because organic claims are tightly regulated, the difference had to be expressed through creative use of brand and product positioning, product concept design, packaging, and tone of voice across channels

Together with føtex, Kunde & Co built the brand from ground up by bringing Tjele Gods’ story to life with the brand concept “Rendyrket Økologi” (Purely Organic).
The product positioning was then activated with a distinct logo and packaging design as well as creative solutions that were rolled out across channels, including TV, film, social media, landing page content, and in-store elements.

The overarching story of Tjele Gods was told through the main TVC while short films were used to provide more insights into the philosophy and passion behind the products through the people working with the soil and animals every day.

The outcome

A distinctive position driving strong results

The brand concept “Rendyrket Økologi” (Purely Organic),became a tangible brand and product positioning – balancing Tjele Gods’ authentic, down-to-earth story with products in differentiated packaging that stood out on the supermarket shelves. After the launch, Tjele Gods quickly became a recognisable presence brand with a consistent presence across packaging, social media, outdoor, and in-store activation.

The distinctive product positioning of Tjele Gods resonates with both quality-conscious consumers and those who care about the environment and animal welfare. It has translated into significant growth in the share of organic products across major categories: 25% in vegetables and 18% in milk. Due to this strong success, the Tjele Gods product range is already being significantly expanded, even before the brand turns one year.