Coming from the North: how to position typical Finnish bread in the competitive German market?

Fazer – packed bread

Fazer is one of the largest and best bakers in Scandinavia. Their signature rye breads are well-known and loved in Nordic regions. Fazer wanted to explore if German consumers could be next in line for this great range.

We went to a typical German city, where we would meet typical German people. We prepared a host of products, packaging and positioning options, and decided to give it a go. After various tasting sessions and discussions around the meaning of bread (and perhaps life in general) we felt confident we found the answer.

We created a positioning and matching roadmap for Finnish bread in Germany. we took Nordic pride and German prefrences and gave the client team the confidence to move forward, boldy.


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Martijn Pater