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Fazer

Positioning Fazer with its typical Finnish bread in the competitive German market

Challenge

Fazer is one of the largest and best bakers in Scandinavia. Their signature rye breads are well-known and loved in Nordic regions. Fazer wanted to explore if German consumers could be next in line for this great range.

Approach

  • Strategy
  • Brand Purpose & Positioning
We went to a typical German city, where we would meet typical German people. We prepared a host of products, packaging and positioning options, and decided to give it a go. After various tasting sessions and discussions around the meaning of bread (and perhaps life in general), we felt confident we found the answer.

Result

We created a positioning and matching roadmap for Finnish bread in Germany. we took Nordic pride and German preferences and gave the client team the confidence to move forward, boldly.

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