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The slogan ‘Sans pain, c’est moins bien’ (Life’s Better with Bread) emphasizes the importance of bread by showing popular dishes without this key ingredient.
"Sans pain, c'est moins bien"
Intercéréales
360 campaign
Food & Beverage
Only 35% of people under 35 eat bread several times a day. To reverse this trend, a campaign aims to promote bread consumption and highlight the bread, wheat, flour, and yeast industry among 18- to 35-year-olds in France and Belgium.
38,8 million
impressions
15
B2C & B2B events
20
media & influencer partnerships
The strategy was based on a combination of digital actions and events, reinforced by partnerships with media and influencers.
It included the creation of engaging content, ambassador videos highlighting expertise, an active presence on social media, posters in student cities, as well as activities and tastings at festivals and fairs to raise awareness among young people about careers in baking.
