Launch of new breads makes snack time favourite moment of the day

How to familiarise a new product family in the competitive bakery market? In addition to the Lemppari oat flatbread and oat bread rolls – big hits among consumers – Fazer launched three new Lemppari breads: the Perunarieskanen potato flatbread and the Paahtosämpylät toast bread rolls in two variants.

Vapa designed and carried out a launch campaign for the novel breads. The aim was to increase the recognition of both the products as well as the entire Lemppari product line among families with children and young adults, and make the brand more attractive to consumers.

The brand was in need of an element to make it more relatable to the target group. This would also help to understand the everyday situations in which consumers choose to enjoy Lemppari products. Together, Vapa and Fazer considered the topics for which Lemppari could be an advocate.

Lemppari stands for delicious, convenient and life-affirming snacks. Lemppari helps to make the everyday special, turning the familiar into something exciting – a growling stomach and those drowsy afternoon hours into favourite everyday moments.

Pop a roll in the toaster, fall for the softness of flatbread – and make snack time your favourite everyday moment.

The campaign concept Fave everyday moments (Arjen lempparihetket) helps Lemppari claim
ownership of snacks, and supports brand marketing. The tasty launch campaign combines the brand story with the differentiating factors of three novel breads.

Advertising for the multi-channel campaign utilised tv, radio, social media and influencer collaboration. To gain top visibility, the videos were designed specifically according to the requirements of tv and TikTok.
Creative, conceptual storytelling enhances the emotional bond between the brand and the consumer. The cornerstones for success are agile concept planning that draws from the brand core, and high-quality production in cooperation with partners.

“The crystallisation of the brand carried out together with Vapa guaranteed a successful concept and implementation of the launch campaign that was current and up to date. We were able to utilise it also in our further marketing efforts. I especially valued the agility and relaxed conversational atmosphere of our close cooperation,” says Jonna Manninen, product manager for Fazer Lemppari.

Launch of new breads makes snack time favourite moment of the day

Pop a roll in the toaster, fall for the softness of flatbread – and make snack time your favourite everyday moment.

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