Positioning Fazer with its typical Finnish bread in the competitive German market
Consumer Goods & Retail
Business Strategy, Brand Positioning
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 preferences and gave the client team the confidence to move forward, boldly.