We took one of the oldest and most loved staples of our diet, and baked it into the most future facing food with cricket flour in it. And there you have it, a delicious bite of the future at your local food store.

A simple hand baked loaf of delicious bread with cricket flour in it got the media and people talking about insect food – and about an innovative Finnish food company with a mission that checks with UN’s to-do-list for the world.

First, we took ownership of the topic by announcing that Fazer would make insect-based food,

to raise public discussion. It heated up the conversation. And in the midst of this rising phenomenon, the Finnish Government decided to allow the selling of insects as food.

Fazer then decided to be the first to bring insect-based food from their test kitchen to the mass market.

Introducing Cricket Bread.

Teased in social media and in-store with sounds of crickets.

Launched in a morning press event in Helsinki - set up in one of Fazer's in-store bakeries with live-streaming.

PR photos of Cricket Bread and news rapidly spread around the world.

In one day the whole world woke up to discuss insect food from Europe to America, Asia to Australia.

People were fascinated and eager to taste it. They felt it tasted just like delicious bread should taste.

Starting from the press event in Helsinki Finland we got staggering results:

Total media reach 13.7 billion

News items and pieces of social media coverage 3300+

PR value in 17 Fazer markets 1.1 M€

Source: Meedius International 2017

Most importantly, people loved the bread – and embraced insects as a part of their future diets.

Cricket Bread surprised us all. Something we thought would be game-changing in Finland, became a global phenomenon encouraging mankind to adopt a more sustainable diet.