{"id":13548,"date":"2021-06-06T22:00:00","date_gmt":"2021-06-06T20:00:00","guid":{"rendered":"https:\/\/www.greenpeace.org\/denmark\/?p=13548"},"modified":"2023-11-16T10:05:25","modified_gmt":"2023-11-16T09:05:25","slug":"danish-crowns-kampagne-er-omfattende-greenwashing","status":"publish","type":"post","link":"https:\/\/www.greenpeace.org\/denmark\/nyhed\/klimaforandringer\/danish-crowns-kampagne-er-omfattende-greenwashing\/","title":{"rendered":"Danish Crowns kampagne er omfattende greenwashing"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing-1024x559.png\" title=\"Danish Crowns kampagne er omfattende Greenwashing\" alt=\"Danish Crowns kampagne er omfattende Greenwashing\" class=\"wp-image-13616\" srcset=\"https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing-1024x559.png 1024w, https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing-300x164.png 300w, https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing-768x419.png 768w, https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing-1536x838.png 1536w, https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing-510x278.png 510w, https:\/\/www.greenpeace.org\/static\/planet4-denmark-stateless\/2021\/06\/c12cff91-danish-crowns-kampagne-er-omfattende-greenwashing.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Med kampagnen &#8220;Klimakontrolleret Gris&#8221; fors\u00f8ger Danish Crown at f\u00e5 danske forbrugere til at tro, at svinek\u00f8d er klimavenligt for p\u00e5 den m\u00e5de at f\u00e5 dem til at k\u00f8be mere.<\/figcaption><\/figure>\n\n<p>Med et nyt logo, ny brandidentitet og den st\u00f8rste kampagne nogensinde i virksomhedens historie, har Danish Crown brugt mange penge p\u00e5 at tage deres greenwashing til et nyt niveau.<\/p>\n\n<p>Med flotte farver, luftige l\u00f8fter og en s\u00e5kaldt certificering, som de selv har fundet p\u00e5, fors\u00f8ger Danish Crown med kampagnen &#8220;Klimakontrolleret Gris&#8221; at f\u00e5 danske forbrugere til at tro, at svinek\u00f8d er klimavenligt for p\u00e5 den m\u00e5de at f\u00e5 dem til at k\u00f8be mere. Her kan du l\u00e6se mere om Danish Crowns kampagne &#8220;Klimakontrolleret Gris&#8221;.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Danish Crown har investeret stort i sin greenwashing<\/strong><\/h2>\n\n<p>I Greenpeace har vi spurgt Danish Crown om, hvor mange penge de har brugt p\u00e5 kampagnen \u201cKlimakontrolleret Gris\u201d og deres arbejde med at skabe en ny identitet. Det vil de desv\u00e6rre ikke oplyse, men vi mener, at det er relevant med et indblik i, hvor meget de rent faktisk har brugt p\u00e5 at p\u00e5virke folks opfattelse af dem. For der er ikke tale om sm\u00e5penge.<\/p>\n\n<p>Danish Crown har hyret et af landets mest anerkendte reklamebureauer, <a href=\"https:\/\/hjaltelinstahl.com\/da\/news-and-work\/case\/case-man-kan-ikke-skaere-alle-grise-over-en-kam\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hjaltelin Stahl<\/a>, til at hj\u00e6lpe dem med udarbejdelsen af kampagnen. Designbureauet <a href=\"https:\/\/www.kontrapunkt.com\/work\/danishcrown\" target=\"_blank\" rel=\"noreferrer noopener\">Kontrapunkt<\/a> har st\u00e5et for Danish Crowns nye &#8220;gr\u00f8nne&#8221; identitet. Tilsammen har bureauerne&nbsp;modtaget millionbel\u00f8b for&nbsp;at udbrede Danish Crowns greenwashing over hele landet.<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Bureauet Kontrapunkts egen pr\u00e6sentation af arbejdet med at udvikle Greenwashing for Danish Crown\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/sLHsmzbphDQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Videoen her er reklamebureauet Kontrapunkts egen pr\u00e6sentation af arbejdet for Danish Crown.<\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\"><strong>Kampagnen \u201dKlimakontrolleret Gris\u201d er den st\u00f8rste i Danish Crowns historie<\/strong><\/h2>\n\n<p>I en artikel i Danish Crown eget blad \u201c<a href=\"https:\/\/issuu.com\/danishcrown\/docs\/dc_indsigt_august_2020_web\">Indsigt<\/a>\u201d fra september 2020 fort\u00e6ller virksomheden selv stolt om, hvor omfattende kampagnen er:<br><br><em>\u201cKampagnen \u201dKlimakontrolleret Gris\u201d er den st\u00f8rste i Danish Crowns historie. Forbrugerne skal have klimaindsatserne i Danish Crown helt ind under huden, og herunder kan du se de forskellige elementer i kampagnen.\u201d<\/em><\/p>\n\n<p>Derefter f\u00f8lger en gennemgang af alle de steder, hvor forbrugerne skal m\u00f8de greenwashing-kampagnen. Det er alt fra reklamer i TV og radio og i store aviser som Jyllands Posten og Politiken. Kampagnen foreg\u00e5r ogs\u00e5 med betalte annoncer p\u00e5 de sociale medier, ude p\u00e5 gaden med store plakater ved f.eks. busstoppesteder og helt inde ved k\u00f8lediskene i landets supermarkeder.<\/p>\n\n<p>Tal fra Gallup viser, at Danish Crown i 2020 brugte 5,8 millioner kroner alene p\u00e5 reklamer i bybilledet og i traditionelle medier som TV, radio og aviser.&nbsp;<\/p>\n\n<p>N\u00e5r man dertil l\u00e6gger prisen for bureauernes udvikling og eksekvering, markedsf\u00f8ring p\u00e5 sociale medier, samt markedsf\u00f8ring i supermarkedernes tilbudsaviser og selve butikkerne, ansl\u00e5r vi, at Danish Crown samlet har brugt et tocifret millionbel\u00f8b p\u00e5 at komme til at se indbydende, b\u00e6redygtige og klimavenlige ud.&nbsp;<\/p>\n\n<p>Det er som udgangspunkt selvf\u00f8lgelig helt op til virksomheder selv at v\u00e6lge, hvor mange penge de bruger p\u00e5 reklamer, men det er ikke i orden at snyde sig gr\u00f8nnere, end man i virkeligheden er &#8211; s\u00e5 er der tale om greenwashing. <\/p>\n\n<p>L\u00e6s vores guide til greenwashing: <a href=\"https:\/\/www.greenpeace.org\/denmark\/vi-arbejder-med\/land\/saadan-genkender-du-greenwashing-og-undgaar-at-blive-snydt\/\" data-type=\"post\" data-id=\"13605\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>S\u00e5dan genkender du greenwashing og undg\u00e5r at blive snydt<\/strong><\/a><\/p>\n\n<hr class=\"wp-block-separator has-text-color has-green-500-color has-css-opacity has-green-500-background-color has-background is-style-default\"\/>\n\n<p><\/p>\n<div class=\"EmptyMessage\">Block content is empty. Check the block&#8217;s settings or remove it.<\/div>","protected":false},"excerpt":{"rendered":"<p>Med et nyt logo, ny brandidentitet og den st\u00f8rste kampagne nogensinde i virksomhedens historie, har Danish Crown brugt mange penge p\u00e5 at tage deres greenwashing til et nyt niveau.<\/p>\n","protected":false},"author":20,"featured_media":13616,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"p4_og_title":"","p4_og_description":"","p4_og_image":"","p4_og_image_id":"","p4_seo_canonical_url":"https:\/\/www.greenpeace.org\/denmark\/nyhed\/klimaforandringer\/danish-crowns-kampagne-er-omfattende-greenwashing\/","p4_campaign_name":"not set","p4_local_project":"not set","p4_basket_name":"not set","p4_department":"","footnotes":""},"categories":[1],"tags":[26,43],"p4-page-type":[16],"class_list":["post-13548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-klimaforandringer","tag-koedproduktion","tag-falskmarkedsfoering","p4-page-type-nyhed"],"_links":{"self":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts\/13548","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/comments?post=13548"}],"version-history":[{"count":17,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts\/13548\/revisions"}],"predecessor-version":[{"id":58319,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts\/13548\/revisions\/58319"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/media\/13616"}],"wp:attachment":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/media?parent=13548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/categories?post=13548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/tags?post=13548"},{"taxonomy":"p4-page-type","embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/p4-page-type?post=13548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}