Exactly as good as you remember

Bastogne is much more than a biscuit. It is as close to a cultural institution as a biscuit can be. It is a catalyst for a stream of cosy memories.

The task /

After decades of being Denmark’s uncrowned king of biscuits, the Bastogne biscuit from LU was losing market share to private-label knock-offs. But the one thing these lack is the most delicious ingredient of all: Nostalgia.

Our Approach /

So with everyone in Denmark having fond memories of the original Bastogne, we relaunched the biscuit with cozy nostalgia as the focal point… and as our quirky new “product claim”.

Results /

Kampagnen scorede over benchmark på samtlige parametre. Her er de vigtigste:

Ad-liking 14%-point over benchmark
Entertainment factor 18%-point over benchmark
Mere end halvdelen af respondenterne ønskede at prøve produktet hvilket er 21% over benchmark