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The truth behind bread

Integrated campaign - Brood. Wat zit daarin?

Challenge

In Holland, 19% of predominantly female consumers has doubts about eating bread. How can we reduce this number?

Insight / trend

The consumer wants both sides of the story. Listening to different experts allows her to form her own opinion.

Idea

Win over doubters with open and honest dialogue about the pros and cons of bread consumption. 

Result

The campaign is ongoing.