Every year, Swedes go crazy about the seasonal saffron bun, baking at home as well as buying from stores and bakeries. And Pressbyrån’s high volumes makes them number one in freshness, since they have to bake all the time. But no one associated Pressbyrån with fresh baked goods.
How do you prove that your stores have the freshest buns around? Simple. You re-invent the baking tray to give every bun a stamp of freshness, straight from the oven. The staff used the trays as ordinary and the buns got a baked in time stamp, proving the message for customers right before the moment of purchase.
The results: Sales increased by 17 % compared to the previous year, and the goal of the campaign was overshot by over 280 %.