NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Cricket Bread

Cricket Bread | Fazer | SEK
Download Download JPG | 2048x1449px
basics
Industry: Confectionery & Snacks
Media:Promotion & Event
Market:Finland
Style: Minimalism
descriptioncnen
Synopsis
"A profound change of the global food and agriculture system is needed if we are to nourish the 815 million hungry today and the additional 2 billion people expected by 2050." UN Sustainable Development Goals Everyone from the UN to conscious consumers know that the food industry needs to step up. Mankind needs more sustainable sources of protein. In fact, Mother Nature has already given us the answer: insect food. The only problem is, people in developed countries find it disgusting. Fazer, as a forward-looking food company and driven by its mission, *Food with a purpose*, wanted to take on this challenge with concrete action. The objectives were to raise the discussion about insect food and enhance the image of Fazer as an innovative food company.
Strategy
First we needed to create a discussion around insect food, because legislation in Finland didn't allow the selling of insect food yet. We knew that insect food would divide public opinion. And that's the way we wanted it to be in order to raise the issue. We came out with a bold statement: "Fazer sees insects as the food of the future and is looking to launch a bread baked with insect flour." This was launched in a social media video which heated up the discussion. To get maximum PR impact we knew that being first to launch insect-based food to the mass market would be critical. The race to be first started when the Finnish Government decided to allow the selling of insect food before EU legislation. Cricket Bread would start a delicious food revolution. Priceless for mankind. Beneficial for a food company aiming to be seen more innovative.
Outcome
Starting from the press event in Helsinki Finland we got staggering results: Total media reach 13.7 billion News items and pieces of social media coverage 3300+ PR value in 17 Fazer markets 1.1 M€ Source: Meedius International 2017 Most importantly, people loved the bread – and embraced insects as a part of their future diets. Cricket Bread surprised us all. Something we thought would be game-changing in Finland, became a global phenomenon encouraging mankind to adopt a more sustainable diet.
Execution
First, we took ownership of the topic by announcing that Fazer would make insect-based food, to raise public discussion. It heated up the conversation. And in the midst of this rising phenomenon, the Finnish Government decided to allow the selling of insects as food. Fazer then decided to be the first to bring insect-based food from their test kitchen to the mass market. Introducing Cricket Bread. Teased in social media and in-store with sounds of crickets. Launched in a morning press event in Helsinki - set up in one of Fazer's in-store bakeries with live-streaming. PR photos of Cricket Bread and news rapidly spread around the world. In one day the whole world woke up to discuss insect food from Europe to America, Asia to Australia. People were fascinated and eager to taste it. They felt it tasted just like delicious bread should taste.
CampaignDescription
We took one of the oldest and most loved staples of our diet, and baked it into the most future facing food with cricket flour in it. And there you have it, a delicious bite of the future at your local food store. A simple hand baked loaf of delicious bread with cricket flour in it got the media and people talking about insect food – and about an innovative Finnish food company with a mission that checks with UN’s to-do-list for the world.
BriefWithProjectedOutcomes
In the fall of 2017, in the midst of the insect-based food phenomenon, the Ministry of Agriculture and Forestry changed its interpretation of the EU legislation, and the production and selling of insect foods was allowed in Finland. This meant that the insect bread could be launched in record-breaking time. With this launch people were activated to consider whether they could take insect-based food into their diet.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Bronze Sustainable Development Goals
Responsible Consumption and Production
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Sectors > Food & Drink
Latest Updated
Loading...
Sponsor