10 Dec 2018
Transforming story time
A Red Consultancy campaign that re-presented bread to body-conscious young women in the run up to bikini season has been shortlisted for two PRmoment Awards.
The campaign for the Federation of British Bakers and Flour Advisory Bureau is up for FMCG Marketing Communications Campaign of the Year and Media Relations Campaign of the Year.
The tongue-in-cheek campaign saw reality star Georgia Kousoulou from The Only Way is Essex reveal bread to be her bikini body staple, flying in the face of the popular TOWIE mantra ‘no carbs before Marbs’!
The hyper targeted PR approach was a success – it significantly changed opinion among the target audience of young women, making them feel more positive about eating bread.
The winners will be announced on Wednesday 2nd March.