Fiber is wealth
Fiber is the grey cardinal of our food – it controls a lot, but no one knows exactly what is "fiber".
So as to turn fiber from the gray cardinal into the king, Hanzas Maiznīca changed the recipe of several breads and increased the amount of fiber in its products. During this campaign , together with the customer we crowned fiber as the king and highlighted its high value and, therefore, also the products of Hanzas Maiznīca. Formats of the campaign's communication materials ranged from a "facelift" of the packaging, creation of a reminder sign to social media materials and a digital platform that calculates the fiber’s share in our food.