Vilniaus Duona, a bread producer
Entering the Market
The only growing bread segment in Lithuania is toasting bread. Vilniaus Duona is the leader in this segment, with a market share of about 40%. In the toasting bread segment, Vilniaus Duona has three brands: Toste, Beatos virtuvė and Urtės. The Toste brand is both the largest and the fastest-growing, so it receives more communication support, while new products are planned to expand the Toste family. One of them is the new toasting bread Toste for Kids.
In the context of the pandemic and the restrictions that prevailed at the time, it was necessary to create an inclusive bread campaign for Toste for Kids with video content highlighting the main features of the product: small slices, low sugar content, source of fibre and the secondary use of the packaging – children can colour in a character included on the packaging.
To increase the awareness of Toste for Kids and encourage pilot purchases.
Unique promotional content for children and about children, based on real experiences.
total view rate. The average YouTube view rate is 31.9%.