Bread from Europe - A Great Story

Over the last decade, bread consumption in Belgium and the Netherlands has decreased considerably. The main reasons relate to the public's growing scepticism towards bread, initiated through negative publicity and several incidents linked to bread consumption, as well as food hypes claiming that bread is not healthy. Moreover, there is firm competition from branded bread substitute products, also claiming that they are healthier. In the period 2011-2016 per capita consumption of bread decreased by 9.2 kg (-15.3%) in the Netherlands and by 8.2 kg (-15.8%) in Belgium. As a result, six associations, three in the Netherlands and three in Belgium, decided to join forces with the shared goal of putting bread back in the spotlight.The objective-The "BENE" bread campaign aims to counter the negative trend in bread and thus the action's objective is defined as "to stabilize the total volume at 1 271 065 million tons by 2020."Target groupsPrimary: bread consumers and enthusiastsSecondary: food professionals (health care professionals and scientists)Action strategy: Touch-Tell-Sell modelConsumers will be targeted on three communication layers (via positive messaging that will eventually result in a buying decision): Touch (awareness), Tell (inform) and Sell (conversion).  Each layer (Touch, Tell, Sell) has its own media favourites. Between Belgium and the Netherlands there are small differences in media selection due to different media landscapes, cultural differences and/or budgets allocated.Touch: TV/online (NE), radio (BE), social media/search engines (NE, BE)Tell: websites, social media, PR (activations), professional events (NE, BE)Sell: Bread tastings (NE, BE), consumer events (NE)Main message: Bread from Europe – a great storyThe message will show the versatility of bread while focusing on all the great European bread stories that need to be told.Bread is tasty and satisfying, bread is nutritious, bread is versatile, bread is convenient, bread is part of our European heritage.Budget: €6.75 million for 3 years (€2.25 million/year).www.broodengezondheid.be/broodeengoedverhaalwww.painetsante.be/painunebonnehistoirewww.brood.net/broodgoedverhaalwww.breadfromeurope.eu