We wanted to show the climate friendly qualities of bread today, by encouraging kids to try the sandwich of tomorrow. Regular bread, but with toppings from the future: bugs.
Swedish people love bread, but because of trendy diets, young people now tend to relate bread to carbs. The Bread Institute asked us to change the perception of bread in Sweden and change the conversation on bread to a more positive one.
People are unaware of breads climate friendly qualities. Yet we see a desire among the youth to make a difference for the world in an effort to ease climate anxiety. Bread is climate friendly today. But what would the topping of the future be? Bugs.
Bread the Future. Bread is climate-friendly. So are bugs. We executed a bug sandwich tasting school tour to highlight bread’s climate benefits. We highlighted the tour with social films and added posters, outdoor prints and media/blogger outreach.
A third of all Swedes observed the campaign. Amongst these, we saw a 50% increase of people that connected bread with climate benefits. 116 percent more believed bread to be healthy and 5% of the populationincreased their bread consumption.