To underline the synergy between bread and jam as a complimentary purchase, we looked to the bread tag, used to keep bread fresh, as our communication driver.

To prompt appetite appeal we used one side of the tag to show a slice of bread spread with jam, with a bite taken out of it. On the alternative side we introduced the Koo brand name and the jam flavour.

Consumers loved the small bread and jam tags and found them enticing and unexpected.

As the campaign has only been running for more than a month, we have no verified sales results but consumer reaction has been phenomenal. They love the new tags and find them fun and engaging.