Cannes Lions

PULLMAN PLUS VITA BREAD

McCANN ERICKSON BRASIL, Sao Paulo / BIMBO GROUP / 2007

Presentation Image

Overview

Entries

Credits

Overview

Execution

First, it was necessary to research the many types of sandwiches that can be prepared with Pullman Plus Vita bread. The more interesting the sandwich recipes, the better. With the sandwiches chosen, the next step was to take these recipes to the consumers. We therefore opted to insert diverse sandwiches made of paper inside the packaging of bread from the Pullman Plus Vita line. These sandwiches were called Visual Recipes. Upon opening the packaging, consumers found a delicious paper sandwich with all its layers also made of paper – and separated.

Outcome

What ensured the success of the Visual Recipes was the different format. Besides their informative character, the VRs were well received by the public. Consumers began collecting Pullman Visual Recipes, especially women. There are many stories of children and adolescents who had fun making up sandwiches with the paper ingredients in the Visual Recipes. And better still: without messing up the kitchen. With the Visual Recipe inserts, sales increased 23% and the return on investment for this action was 117%. Results like this ensured that the Visual Recipes were also a big hit with the client.

Similar Campaigns

12 items

Borders1

MARCEL, Mexico city

Borders1

2019, NESTLE

(opens in a new tab)