anti-crisis campaign
for a bakery

with an emphasis
on pleasure

Prices are always a hot topic for discussion. Not to say about it means to conceal the important. To apologize is to admit impotence. In the course of the research, we found that customers always value honesty in communicating with the brand. It is expressed in an open dialogue about the ongoing changes, the desire to understand the client's situation. Therefore, we decided to keep the wording related to money in the messages, but shifted the focus to the benefits that the "Loaf of Bread" brings to the lives of its guests: it gives them delicious little joys. The theme of mini pleasures became a key one when creating a company and allowed us to convey a complex topic through a reminder of the role of the brand in life in a big city.