Creative strategy
Bread tends to be forgotten in favor of the gastronomic icons that appeal to young people. What’s better than presenting the target group’s favorite dishes without the basic ingredient – bread?
The tagline: “Without bread, it’s not as good” raises the profile of bread and positions it in consumers’ minds as a must-have.
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38.8M
Impressions
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15
B2C and B2B event
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20
Media and influencer partnerships
Operational strategy
The campaign deploys a diversified communications strategy, combining digital actions and events.
- Media & influence partnerships to create and distribute attractive content on bread and its professions.
- Industry ambassadors to create a series of videos highlighting bread-making savoir-faire and production.
- Content creation for social media to maximize the brand’s visibility and engage the younger generation.
- Outdoor advertising in student towns to raise awareness and attract young people to the industry.
- A presence at student festivals and trade shows, with events, tastings, and ambassadors.
