In 2009, although Paagen was in fact the market leader, the company was facing three major challenges: 1) Competitors were lining up with new imitations of packaging and products. 2) There was a general feeling of media suspicion towards the big players within the food industry. 3) Paagen needed to standardise and consolidate all communications in the Nordic region, across markets and communication channels.

The time had come for Paagen to make something fresh, but with a recipe from home.

In collaboration with Kunde & Co, Paagen began to analyse the Nordic market, taking a deeper look at the consumers' preferences and habits when it came to bread. A web test gave a clear picture of the popularity of traditional baking methods and ingredients, and showed that natural, healthy food was a high priority.

The results of the test were straight after Paagens's own heart! Ever since Paagen's origins in 1878, the company has baked bread using only natural ingredients, according to time-honoured traditions and original recipes. However, very few consumers actually knew about this. The brief was then rolled into shape - the task was to develop a unique concept, along with a universe where love and passion for bread were kneaded together across all communication channels.

Baked at 360 degrees
It was clear from the beginning that a baker would serve as the perfect communicator. He would be able to show the ingredients, the baking methods and finally the baked bread all in a natural context. Not only that, the baker would represent Paagen's role as a passionate baking expert throughout Scandinavia. He would serve as the perfect personification of Paagen, and the idea of a baker was also a good example of how to stress the existing payoff 'Baked with Love'.

The concept 'Baked with Love' was chosen, and the Nordic bread universe took shape.

As the natural center of Paagen's universe, a bakery was chosen as the location for all communication. Consequently, all commercials take place in a baker's shop where the baker is supervising customers, showing products and describing the characteristics of the bread. The website is also designed in the form of a bakery, ensuring coherence between the different communication platforms. On the website, visitors are able to read more about the variety of Paagen's many different breads, and are offered the baker's own tips and recipes for specific breads.

Paagen has such a passion for bread that this message can easily be shared with other bread lovers. Finally, in connection with the solution. a real Paagen baker's shop was built in Malmø, right next to Paagen's bakery.

An integrated solution
Paagen's passion for bread is the inspiration for its universe, and "Baked with Love" is a recipe for a Nordic success, integrating film, POS, web, packaging design, tonality and one great bakery.

Visit the Paagen baker's shop at www.pagen.se or Uddeholmsgatan 2 in Malmö.