Brief
Whole grains are essentially the best thing you can eat. However, many young people believe that bread makes you fat, or has other negative health effects. How can Brödinstitutet reach these people and change their false perception of whole grain bread?
Insight
Brödinstitutet will never be cool. And in an abundance of purpose-driven marketing, young people often turn a deaf ear to anything that simply feels too unreasonable or lecturing.
Creative
We invited young folks to go behind the scenes as Brödinstitutet venture on a seemingly impossible quest: to make whole grain bread cool again. With a semi-documentary series, some half-baked memes and a big bite of self-distance, Brödinstitutet won the hearts of Gen-Z – changing their perception of whole grains in the process. Maybe it’s not so dry, after all.
