---
title: Telia’s Dinner Assassin takes out teens in Fortnite so families can eat together
description: Tackling screen time stand-offs without lecturing anyone, Norwegian telco Telia hires a pro gamer to eliminate teens from matches before dinner gets cold.
---

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# [Telia’s Dinner Assassin takes out teens in Fortnite so families can eat together](https://www.trendwatching.com/innovations/telias-dinner-assassin-takes-out-teens-in-fortnite-so-families-can-eat-together)

 Written by [Liesbeth den Toom](https://www.trendwatching.com/innovations/author/liesbeth-den-toom) | Apr 16, 2026 5:43:53 AM

Tackling mealtime screen time stand-offs without lecturing anyone, Norwegian telco Telia hires a pro gamer to eliminate teens from matches.

Dinner is ready but your teenager can't come to the table. Not because they don't want to, but because they're mid-match in Fortnite, and in a game with up to 100 players, there's no pause button. Walking away means abandoning their squad, losing progress, and — as far as the average 14-year-old is concerned — social ruin. For parents, it's the same standoff every evening. Norwegian telco Telia, working with agency Try, found a way to defuse the issue.

Telia recruited Emil "Nyhrox" Bergquist Pedersen, a former Fortnite World Cup champion who stepped away from competitive play, and gave him a new job: [eliminating kids from their games before dinner](https://www.telia.no/trygghet/skjermhelse/dinner-assassin/) gets cold. Parents visit telia.no, submit their child's in-game username, and book Nyhrox for a free session. He enters a private lobby, goes one-on-one with the kid, and ends the match. Game over, food's hot, no argument needed. Instead of lecturing kids, the campaign provides a solution both parents and kids can appreciate. All slots were claimed within days.

TREND BITE  
What makes Dinner Assassin work is that it doesn't ask the teen to pick a side. Getting taken out by a former world champion isn't a punishment — it's a story to tell at school the next day. The match ends with a player's credibility intact, and dinner happens without a fight. In Norway, 43% of children game daily and 75% of parents with kids under 16 worry their children spend too much time on screens.

Telia has built a longer-term position around this friction through what it calls "screen health," with earlier initiatives including a physical phone-deposit box for mealtimes and a parenting course on digital habits. Dinner Assassin is the most inventive addition yet — a reminder that sometimes the most a brand can do with a daily standoff is show both sides it understands them. Unless Telia figures out how to deploy an army of AI Nyhrox clones. Then dinner might actually be on time.

*P.S. Meanwhile, in Brazil, fast food chain Bob's found its own way into meals and gaming culture. Working with agency Artplan, Bob's used PUBG's "death comms" feature — the few seconds after elimination when a player's mic stays live — to broadcast discount coupons to everyone on the server. Partner players adopted usernames referencing rival fast food chains (Mc Clown and King of Burgers), turning themselves into irresistible targets. Thousands of [last word coupons](https://www.youtube.com/shorts/qL5Ym-bwjOU) were distributed during matches throughout March.*

[View full post](https://www.trendwatching.com/innovations/telias-dinner-assassin-takes-out-teens-in-fortnite-so-families-can-eat-together)

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