A 360° campaign across all channels: TV, digital, social media, influencers, out-of-home, billboards, and trams. The campaign leveraged the fact that everyone was talking about the product. The central question of the TV spot was: “Is it bread or a croissant?” The message was clear: no matter what it is, it’s delicious. The campaign achieved record-breaking awareness for a launch and was successfully expanded to several countries.