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Publié le :
2014-11-26
Categorie:
Press
Paul and Golin Have Been Looking for the Most Talented Bread Artists
This year, Paul bakeries are celebrating 125 years of tradition in the art of baking and pastry products. Bread Artists is one of the projects created by Golin team in order to underline this special anniversary.
Together with Cristina Mazilu, the creator and writer of Mazilique.ro blog, the people found out how different types of bread made at Paul can be used to create mouthwatering home made sandwiches for breakfast and maybe at work as a super tasty snack as well.
“No matter if you prepare a fast breakfast, a tasty lunch or a easy to cook diner, Paul breads represent the base of some special culinary moments. Through Bread Artists we wanted to show that each of us can be a culinary artist when using Paul products. And the way Golin built this communication helped a lot the campaign message to be delivered” said Monica Eftimie, Chief Marketing Officer, Paul Romania.
„2014 it’s a celebrating year for Paul because throughout the year we prepared some activations and surprises for the ones who love Paul brand. Bread Artists is on of the projects that helped us bringing the clients closer to the brand with the help of one of the most loved food influencers, Cristina Mazilu”, said Monica Botez, Partner, Golin Romania.
The first step was to invite Cristina Mazilu to create 3 special sandwich recipes, using 3 types of bread made in Paul’s bakery. When posting the recipes, Cristina challenged her blog readers and the Paul Facebook page fans to come with their ideas of special sandwich recipes. The ones who offered the most interesting recipes ideas became Bread Artists and were invited to make their recipes for good within a cooking session in Universitate Paul bakery, together with Cristina Mazilu.
Throughout the project, the communication with Paul’s target was made only on social media, the Romania Paul Facebook page and Mazilique.ro, the meeting place of the ones who love special sandwiches.