Background

The growing trend of the “fear of food”, driven by recent scientific communications (eg: carcinogenic red meat) or by disparaging campaigns against some ingredients (eg palm oil), is influencing consumers’ products choice, by pushing them towards a more accurate control of what they buy as grocery.

Problem

The current brand perception does not adequately enhance Galbusera healthy positioning. Galbusera’s communication, in a much more aggressive market and communication context, had lost its effectiveness.

Challenge

Find a communication idea that allows Galbusera to reaffirm its role as a leader in the healthy bakery market, to enhance the distinctiveness of the product lines, maintaining a strong and distinctive communication format in the market. 

Big Idea

“Galbusera, the new world.”

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