Creative     strategy

What could be better than to showcase well-known and much-loved dishes without their star ingredient?

The tagline: “Without bread, it’s not as good” raises the profile of bread and positions it in consumers’ minds as a must-have.

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.