18 May 2018
Red Consultancy’s campaign to relaunch bread as the ultimate bikini food has been crowned FMCG Marketing Campaign of the Year at the PRmoment Awards.
The campaign for the Flour Advisory Bureau and Federation of Bakers featured Georgia Kousoulou from The Only Way Is Essex and challenged the programme’s famous pre-holiday mantra ‘no carbs before Marbs’.
Georgia made the case for carbs in classic TOWIE style (think bikini photo shoot and Twitter teases) as she promoted the benefits of bread.
The campaign was a great success with independent research showing that it significantly changed opinion among the target audience of young women, making them feel more positive about eating bread.