Winner Spotlight
"Less Sets You Free" Chief SimplicityOffi-skyr PR Campaign
Alison Brod Marketing & Communications
In September 2022, the internet was abuzz with the news that Siggi’s, an Icelandic yogurt company, was seeking a “Chief Simplicity Offi-skyr” who would be paid $50k to leisurely tour Iceland and promote living a simple life. The unique PR campaign, designed by Alison Brod Marketing and Communications, won the 2023 Award of Excellence: Public Relations – Campaign. Business Insider, Elite Daily, and Food & Wine published articles about the promotion. See the campaign in action below.
“If you want a four-day work week, you won’t find it many places in the US, but you may have better luck trimming a day off your schedule in Iceland.
Dairy company Siggi’s, which makes Icelandic-style yogurt, is looking for someone to do just that. It’s hiring for a freelance role it calls Chief Simplicity Offi-skyr, riffing off of the name of traditional Icelandic yogurt, skyr. The lucky person will be paid $50,000 to move to Iceland and take up a four-day work week.”
Elite Daily :
“HERE’S HOW YOU CAN GET PAID $50K TO SHARE YOUR ADVENTURES IN ICELAND”
“If you’ve ever dreamed of traveling to Iceland to see the Northern Lights and stunning glaciers, check out this once-in-a-lifetime gig. Siggi’s, the brand known for its skyr yogurt, is sending someone to Iceland for a new campaign that’ll stoke your wanderlust. In the wake of the country’s new four-day work week, Siggi’s is hiring a freelancer to document their stay among the serene landscapes and get in on the free-spirited way of life in Scandinavia. In short, you could get paid up to $50,000 to work one day less in Iceland and adopt a simpler lifestyle as the first-ever “Chief Simplicity Offi-skyr.” If this sounds right up your ally, here’s how to apply for Siggi’s “less sets you free” job and cast your name into the running for this dream gig.”
Food & Wine :
“This Skyr Brand Wants to Pay You $50k to Tour Iceland”
“Last month, more than 243,000 foreign tourists visited Iceland, and almost 30 percent of those visitors flew in from the United States. The island country is one of the most popular destinations for Americans, and why wouldn’t it be? It’s devastatingly pretty (and infinitely Instagrammable), ranks among the world’s happiest countries and, for parts of the east coast, only a six-hour flight stands between you and getting an Icelandic passport stamp.
But Siggi’s, the Iceland-inspired yogurt company, wants to give one lucky person the opportunity to have an extended stay in Iceland, and up to $50,000 on top of it.”