In the last decade, food has risen to a higher level, has become part of a conscious and healthy lifestyle. Many consumers are unfamiliar with the positive aspects of bread. Bread is more a habit than a conscious choice. Many people still think, for example, that carbohydrates from bread are bad or that bread is a fattener. While bread is very nutritious, full of proteins, plant-based, locally produced and suits every moment. Today, everyone knows a lot about food, is consciously concerned with health and interested in the origin of food.
This 2-year campaign responds to this and aims to show the value of bread and has the purpose to make consumers aware of the nutritional and health aspects, authenticity, and other characteristics of bread, particularly in terms of their sustainability, quality, taste, diversity and traditions.