Ideal is a leader in the packaged bread category. Even though Chileans are strong bread consumers, only 22% consume packaged bread. Ideal wanted to enhance the brand’s positive image by reaching out to busy mums, their greatest buyers, and to build a database and drive sales. Mothers are the most important figure in the Chilean family. They’re 80% responsible for purchasing everything for the house. Mother's Day is the second most important sales event of the year after Christmas. And waking mummy up with breakfast and a kiss is the most special moment of Mother’s Day… It is an "Ideal" moment.

12,000 kids and mums visited our site 120 breakfasts were delivered... 120 mums surprised26% sales increase vs. year ago on mother's day week2.2% share of market increase vs. precampaign73% of mums totally agree that "It is the brand I will give my kids" 46% consider Ideal an "Innovative Brand”

We appealed to kids' love for their mothers to drive the strategy. We wanted to associate the brand with an “Ideal” moment, and nothing is more special than to start an “Ideal” day (Mother’s Day) with an “Ideal” family breakfast.So we created a mini-site and a contest in which the winners would get a breakfast delivered to their house on Mother’s Day. The campaign was supported by 360° multimedia efforts.

We invited kids to connect to our mini-site "lamamaideal.cl" to learn how to surprise their mums on Mother’s Day. And we sent them greeting e-cards they could give to their mums.Kids posted their reasons why they thought they had an "Ideal" mum, and the most emotional answers got an "Ideal Breakfast" delivered to their home on the special day.

We increased awareness and participation through product placements on TV and an online campaign.