So what’s the best way of doing it? Ads, TVC, Radio? We skipped all that, and instead, with a glint in the eye, changed the name. The Bureau of Press became: The Bureau of Bananas, Hot Dogs, Ice Creams, Cinnamon Buns, Cheeze Sandwiches and Snacks.On the 27th of February the name change were implemented. We did it without mention it in other channels. Thus, people were really surprised which created a leverage effect.

The rumour about the name change spread with Internet speed.- I passed my Bureau of Press this morning, it had changed name to The Bureau of Banana. Unbelievable!- It must be fake!- It’s true. I’ll post some pictures.- What! I have to see if mine has changed.- I saw a Bureau of Cinnamon Bun here in Gothenburg!- We have The Bureau of Hot dog. Hahaha!Thank’s to the campaign, the customers in store per day increased from 260 000 to 312 000 (20 %) and The Bureau of Press are now very well associated with magazines, food and snacks.