Sales of crispbread in general and Wasa in particular had declined in recent years. The challenge lay in the fact that people are increasingly choosing soft bread, which is seen as more fun.
The image of crispbread and Wasa is characterised by lunch trays and school canteens. A couple of dusty slices of Husman as a bulk filler. To turn the trend around, we needed to highlight the breadth of the range.
We used the “Discover a new taste from Wasa” to highlight Wasa’s range in a warm, humorous way and to show that whoever you may be, there’s a taste for you too.
Wasa’s negative sales trend was reversed and penetration increased for both Wasa and the category. ROI increased by 270% year-on-year.