Campaign for promotion of Bread in Belgium and the Netherlands 2022-2023; Bread good story! With grain from Europe.

As in many European countries, the market for bread in Belgium and the Netherlands has fallen sharply in the last ten years. However, we have seen a stabilization in 2018 and 2019, partly due to the EU-funded  'Bread from Europe' campaign (2018-2020). 

The new campaign builds on the knowledge gained and the accomplished results of the first 'Bread from Europe'campaign. The objectives of the 'Bread good story' campaign (2022-2023) is: 1) to continue and even increase recent growth of bread consumption in Belgium and the Netherlands; 2) to improve the image of bread; and 3) to increase the share of whole grain bread in the coming years.

Our ambition is to increase the volume of bread consumption in Belgium and the Netherlands by 100 000 metric tonnes in 2023. To improve the image of bread, we will focus on awareness about health, sustainability and taste. The campaign will maximise reach through TV, radio and online activities, in-depth awareness raising with school programmes and sharing scientific information about bread to food professionals. Finally an action week on bread (“week van het brood”) will create the opportunity to share knowledge, information and recipes with consumers and food professionals in the form of a special in a lifestyle magazine, advertorials and focusgroups. The campaign will make the consumer aware about the good story of bread and restore the consumer confidence in bread. Our main message is BREAD – GOOD STORY! With grain from Europe.