Boromir is a Romanian bakery brand that claims to “share joy”. The cracknels we had to promote are very popular among people of any age, but lacked an identity. Many eat them, but no one relates to them emotionally. We had to find a good idea to win some sympathy for them, addressing many sorts of different people, of any age. Cracknels aren’t the sort of snack to enjoy alone and most of the time you eat them out of someone else’s bag. There are so many ways to ask for one and everybody has its own style. This is why we created: “Boromir presents: People you share your cracknels with, even if you don’t want to, although this doesn’t bother you at all.”The campaign brought some logic into Boromir’s claim, “share joy”, and also succeeded to make the Boromir Cracknels of Buzau very popular and loved among our diverse target.