WASA
A BREAD THAT LASTS
How genuinely engaging and relevant content – and a humble breakfast bread
– can do their bit for sustainability.
THE CHALLENGE
Wasa crispbread doesn’t only have a long shelf life. It also has a strong focus on sustainability. Wasa only use 100% renewable energy. They support clean energy production and rainforest protection. They’re active in energy saving. Naturally they wanted to share this passion with customers, inspiring more people to make smarter, more sustainable choices.
THE BRUTALLY SIMPLE SOLUTION
When it comes to a low climate footprint, there are few choices better than Wasa crispbread. What gets put on the crispbread, however, can be a different story. Especially at breakfast. We’re real creatures of habit first thing in the morning, favouring the same breakfasts day in, day out. Simply by inspiring a swap to sustainable breakfast choices, we realised we could make a significant difference.
This insight led to our mini-series ‘The Breakfast Of The Future’. In this series, influential chefs and eco role models like Siri Barje, Paul Svensson, Zeina Mourtada and Agnes Larsson Stormgaard developed climate-smart recipes and led discussion around sustainable breakfast habits.
THE EFFECT
The series, posted on YouTube, Wasa’s website and promoted through the chefs’ own channels, might have had a limited budget. But by creating content people actually wanted to watch, our reach was big. Between 20-25% of all viewers watched the episodes in full – instead of clicking away after the standard 4 seconds. On YouTube alone, the series attracted almost 1.1 million unique viewers. Reassuringly, it appears there’s a healthy appetite for the breakfast of the future.
WANT KNOW MORE?
EMAIL: bjarte.eide@mcsaatchi.com
NUMBERS
1,66
MILLION REACH
5,9
MILLION IMPRESSIONS
25 %
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