We took these statistics and turned the pie charts into actual pies then sold them in Paul bakeries across the country. More than just be the talk of media and social media, 5% of revenue from all ‘Bittersweet pies’ sold would be donated to FILIA center, which will use the donation to finance a project aimed to reduce the gender gap in rural areas and help fight inequality.

"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts!

The cakes’ line includes:

- the "salary gap" cake

- the "misrepresentation cake" (in politics)

- the "extremely rich cake"

- the "startup exclusion cake"

- the "glass ceiling double cake"

All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat).

5% of revenue from all "bittersweet pies" sold would be donated to "FILIA

Media:

36.460.100 media impressions

over 95.000 social media shares

coverage in most local publications

Brand Results

45% raise in positive brand perceptiom

16% raise in sales during the campaign

PR:

Intl Publications:

New York Magazine

Fast Company

Cosmopolitan

Glamour

Elle

Fastcocreate

Resume

Blue Bus

coloribus

Foundraising.uk

Revelist.com

Daily Life

Terrafemina

With a minimum budget for campaigns, Paul doesn’t invest in classic ATL. That’s why we created a new form of communication in order to start a conversation and generate new media. So how do 12 small bakeries in Romania create a worldwide conversation about gender inequality? We created a new line of products called Bittersweet Pies by turning our existing pies into gender gap pie charts.

The campaign was amplified by journalists who received targeted pies that revealed data directly related to their area of coverage and handpicked billboards next to unequal establishments in Romania.

Even though Romanians, and mostly the women, believe there is a general balance between men and women in the work field, the annual Gender Gap Report that shows exactly the opposite.

Trying to approach and gain share of market among PAUL main target audience, women age 30-45, with a small annual media budget.

The strategy was founded to empower and ignite conversation by designing a new product line instead of a media campaign, relying mainly on instore communication, PR, and handpicked billboards next to unequal establishments in Romania.

Even though in Romania women believe there is a general balance between men and women due to the equal participation to the work force, the World Economic Forum released its annual Gender Gap Report that shows exactly the opposite. Out of 145 countries included in the report, Romania falls on 114 in matters of political representation and scores low also in education, health and finance.