The growing trend of the “fear of food”, driven by recent scientific communications (eg: carcinogenic red meat) or by disparaging campaigns against some ingredients (eg palm oil), is influencing consumers’ products choice, by pushing them towards a more accurate control of what they buy as grocery.
The current brand perception does not adequately enhance Galbusera healthy positioning. Galbusera’s communication, in a much more aggressive market and communication context, had lost its effectiveness.
Find a communication idea that allows Galbusera to reaffirm its role as a leader in the healthy bakery market, to enhance the distinctiveness of the product lines, maintaining a strong and distinctive communication format in the market.
“Galbusera, the new world.”