Sirkka

Cover
Key visual
Eco-packaging
Product placement
Marketing Campaign
Educate for change
Save the world and feel good about it
The new regular
Target groups

Inspiration

We took inspiration from different fields, products and Fazer's mission, vision, history and values. We realised, that the communication is a marketing push and that we had to create demand. The main concept came after brainstorm. The packaging is inspired from the bakery industry trend and the advertisement materials were inspired from Fazer’s corporate tone and voice.

What it does

The concept:

Bread for the Everyday Hero All the benefits, Classic Fazer taste.

Description:

Bread for the Everyday Hero is a family of insect-infused bread products, targeted at people conscious about the world they live in. These products bring mindful shoppers an accessible option to make a positive impact on the environment with their daily purchases. In addition, they experiencing the joy of well-being and accomplishment. Such shopping habits make them a part of a meaningful food consumer community. This community is empowered by the strong household brand name of Fazer - familiar taste, additional nutrients and exceptional quality.

Implementation:

Fazer on Wheels:

Mobile Bakery tour to sample cricket breads
Social media campaign before and with the tour (in summer time)
Instagram and Youtubers along for the journey
Live following
Distribution of discounts to their followers
“#everydayhero”

The bread would be launched a few months later

Mobile Bakery is a van touring through Finland and allowing the consumers to taste the cricket bread. It inform them about products and grow familiar towards the new ingredient.

Possible marketing texts:

Tweets:

“Cricket Flour, don’t judge it, follow it. It is 3X more protein, high in iron, calcium, omega, amino, fiber… and off course, low in fat.”

“All benefits come with the familiar classic Fazer taste. You don’t even see the difference. Bonus: You are helping the environement.”

Longer text:

Did you know, that cricket flour has 3 times more protein than steak? Did you know, that crickets take 1000 times less space and 100 times less water to produce compared to beef? Did you know, that adding 5% of cricket flour to the recipe results in a bread with 14% protein and all the classic taste you are use to?

It’s all true. Become a hero. Get yours now.

How we built it

We used the Lean Service Creation process, developed by Futurice. We spent a lot of time evaluating the problem and finding the most suitable target group. We started by defining the business objective and context. Then we moved gradually through the following steps defined in the Lean Service Creation:

Customer grouping
Ideation
Concepting and value proposition
Profiling the concept for sanitary check
Fake advertisement

During the process we identified three possible customer groups and their characteristics:

1 Brave Trend Setters

Heavy social network users
Showing off and trying things
Foodies

2 Protein seekers

Healthy and active lifestyle
Self-centered
Result Driven

3 Environmentalists

Mindful shoppers
Environmental centric
Community - Sense of belonging

We chosen Environmentalists as our primary focus.

We then developed 3 possible concepts:

1 The new regular

Making the insect bread feel totally normal

2 Save the world and feel good about it

Making the consumers feel like they can make a positive impact to the environment through daily purchase

3 Educate for change

Making the information about cricket bread available for the consumers through workshops at schools and other occasions

At the end we combined the concepts 1 and 2 to formulate our main concept, “Bread for the everyday hero.”

Challenges we ran into

Throughout the project, there were the varied opinions about the key visual and concept. The biggest challenge is lacking resources of members coming from graphic design background.

Accomplishments that we're proud of

The target and concept idea. We are pretty proud of the process and the outcome of both. We also utilized the Lean Service Creation tool from the beginning. That led us defining our targets and concepts. Last but not least, our team atmosphere was pleasant, a lot of laughs and nice conversations. We felt the so-called “team spirit”.

What we learned

We struggled to develop a creative jump from the concept to the implementation plan. It took a time to find a way to split the task efficiently within a team. In addition, it was challenging to formulate strong insights to convince the consumers to eat insects because trust toward the brand is necessary to switch people”s minds. Paraphrasing Adidas advert - impossible is nothing.