A few months before the campaign Pressbyråns Bake Off sortiment suffered a

huge blow, the implementation of a new presentation technique in-store

seemed to make the buns dry which caused a lot of disappointment from

customers. Unfresh and dry is not something you want to be associated with in

a category where freshness and juiciness is what sells.

Therefor the strategy for the safron bun christmas campaign was to prove that

Pressbyrån has the freshest buns since they, compare to most bakers, bake

several times a day. The campaign was aimed at existing and new customers.

Just saying that Pressbyrån has the freshest safron bun was not going to be enough, we knew that we had to prove it somehow. The solution was to challenge a process that had looked the same since, well forever, the baking process itself. We sent out new baking trays with different times stamped on them so that every baked safron bun got a time stamp in the bottom, transforming every bun into a fresh promotional incentive.

During the campaign 28 760 time stamped buns were baked and sold to people

at 9 different stores around Sweden. The campaign was a huge success and in

total 279 314 safron buns were sold, beating the target of 250 000 and 2011

sales with 17%, all thanks to the message that the time stamped safron bun

spread.

Since people viewed Pressbyråns buns as being dry and not fresh the best way

to prove it was to use the buns themselves as part of the creative solution. This

way everyone who bought a safron bun walked away with a fresh DM proving

for themselves and others the freshness of Pressbyråns safron buns and the fact

that at Pressbyrån you can get fresh baked safron buns several times a day.