In cooperation with a bakery manufacturer, little notes were added to bread rolls before baking. When opening the bread roll at breakfast, people find the note saying: “Enjoy it with Rama, please!”. On the back there’s a bonus-voucher for a free Rama package, which can be converted at the baker.

Out of 8,500 bonus-vouchers, 1,615 have been handed in (19%). In addition, there was a lot of positive feedback.