The Hot Stamp
Pressbyran
Issue 27 | June 2013
Agency
Akestam Holst
Creative Team
Creative Director Andreas Ullenius Art Director Petra Albrektson Copywriter Kalle Akestam
Production Team
Producer Johan Eklund Account Director Sara Clewemar Thomas Gibson Account Manager Bella Lagerquist Planner Patrik Karlsson Graphic Designer Oscar Gardo Digital Producer Alex Picha Motion Designer Nisse Axman
Date
November 2012
Background
Pressbyran was a chain of stores in Sweden a bit like 7-Eleven. Traditionally in Sweden, the Christmas holidays were when people liked to enjoy saffron buns.
Pressybran baked these in-store but the problem was they were associated with packaged goods rather than fresh foods.
Idea
Six different baking trays were made, each with the time of baking cut into it so that every bun came out with the time it was made ‘embossed’ into it. Proof of its freshness.
Buns straight from the oven were sent out to Sweden’s most popular Instagrammers, one bun with their name baked into it, one with the time of baking.
Results
Pressybran stores in the three largest cities in Sweden started using the new baking trays and sales skyrocketed, up 17% against sales in the same period a year ago. The sales objectives were overshot by 280% making 2012 Pressbyran’s most successful year ever for saffron buns.
Our Thoughts
This is more of a business idea than an advertising idea. And it’s exactly the sort of territory many agencies are trying to move into, as the creative business partners to their clients. It’s a territory Akestam Holst has mapped out ahead of many others. Over the last four or five years they have constantly found new ways to help their clients do more than amass ‘likes’ and clicks but actually to sell stuff.
I love this because it gets the product to make a statement about itself which is both relevant and branded.
The nifty use of Instagram is the cherry on top, if you like, getting word of mouth to spread the news that Sweden’s freshest buns were coming out of Pressbyran’s ovens.