Solution In-store communication is the toughest medium either because of fierce competition, prohibitive costs or legal restrictions. Using a budget that was no competition to the already established bread brands, HapiHap had to find a way through the supermarket’s cluttered advertising space. Or invent it.Which we did: the paper wrapping with the image of a slice of toast printed on proved to be the perfect branded support for every slice of ham, salami or cheese put on top, thus creating a context that is both surprising, entertaining and relevant.

The supermarkets hosting the campaign received positive feedback from the consumers due to the disruptive effect of the new wrapping paper's layout.

ResultsMedia-wise, the average traffic of the hypermarkets where the idea came alive counted 15000 people a day.

In terms of sales, the numbers show a 30% growth compared to the supermarkets where we didn’t implement the campaign but only had the bread for sale.

For a cost per contact of 0.06 Eur against the price of one bread of 0.99 Eur, the ROI was a success.