Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Open Doors
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

The Moldy Whopper Just Got Competition from a Swedish Crispbread 'Burger' That Doesn’t Mold

Creative 191 Add to collection

M&C Saatchi Stockholm and Swedish crispbread brand Wasa crafts its own take on Burger King's campaign

The Moldy Whopper Just Got Competition from a Swedish Crispbread 'Burger' That Doesn’t Mold

A great idea never gets old. Last year’s most awarded and talked about ad campaign was a tribute to Mother Nature. An ad that showed that mold and decay can be extremely beautiful – as a sign of no artificial preservatives. In a new campaign signed M&C Saatchi Stockholm, Swedish crispbread brand Wasa displays something equally natural – crispbread – a crunchy type of bread that stays fresh for several months after it has left the oven.

“Crispbread is a fantastic product that has been around for ages, and it’s still relevant today. I loved 'The Moldy Whopper' ad and to literally put crispbread in the limelight like this and truly show the beauty of something that lasts for a long time is just brilliant. I believe most people at some point, have pulled a pack of crispbread from the cupboard, and experienced that it’s as nice and tasty as when you bought it,” says Jakob Edman, global brand and communications sr. manager Wasa. 

The campaign from Burger King was recognised all over the world last year. In addition to receiving praise and multiple awards in advertising competitions, it was also featured in big media outlets such as CNN.

“'The Moldy Whopper' was a great success, and this campaign is an obvious nod to it. We simply couldn’t resist the urge to use the exact same method to show the beauty of a product that naturally doesn’t decay – even if it doesn’t contain artificial preservatives or anything besides a few simple ingredients. This is a celebration of a natural long shelf life,” says Henrik Almqvist creative director at M&C Saatchi Stockholm.

Wasa Crispbread has a shelf life of ten months. But if stored well, the bread often lasts longer and stays unaffected way past its expiration date. Despite being free from artificial preservatives, the natural ingredients stand the test of time. 

“The reduction of food waste is one of the global objectives to reduce peoples’ impact on the environment. Bread is a food item that is often wasted, so switching from soft bread to crispbread is a simple, nutritious, and most importantly tasty way of making an effort for the climate”, says Katarina Waak, global marketing manager, Barilla Group. 


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Agency

Creative Director M&C Saatchi: Henrik Almqvist

Art Director M&C Saatchi: Arvid Klintberg

Senior Copywriter M&C Saatchi: Christoffer Dymling

Art Director M&C Saatchi: Robin Wiman

Account Director M&C Saatchi: Kristina Annehed

Account Manager, M&C Saatchi: Linus Larsson

Graphic Design, Edit & Final Art, M&C Saatchi: Anton Hååg

Graphic Design, Edit & Final Art, M&C Saatchi: Alexander Hedström


Client

Global Brand & Communications Sr. Manager Wasa Katarina Waak Global Marketing Manager, Barilla Group: Jakob Edman

Photography: Pål Allan

Music

Composer & Producer: Johan Harrysson

Head of Creative, Sony Music Publishing Scandinavia: Viktor Waldås

Categories: Food, Savoury Snacks

M&C Saatchi Stockholm, Tue, 13 Jul 2021 08:33:26 GMT