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EUROPASTRY wins the Best Pack award with the launch campaign for “Gran Reserva” Bread
Expansion - March 2008

The manufacturer of bread and deep-frozen pastries, Europastry, has obtained one of the Best Pack Silver Awards for the launch campaign for the “Gran Reserva” bread of the Fripan brand. This is a direct marketing campaign specially designed for distributors of the brand nationally, with aim of making known to them this product that is strategic for the company.

Europastry gave a presentation in the production plant at Vallmoll, where Gran Reserva is made. It is a bread that results from long fermentation and a slow and careful preparation process, inspired by “the secret recipe” of the grandfather and father of Pere Gallés, President and founder of the company. Together with the invitation to this convention, the distributors received a mysterious key that they had to bring with them to the event.

On arriving at Vallmoll, the invitees were presented with a Welcome Pack comprising an old-fashioned case containing a sand clock and diary sealed with a lock, to be opened with the mysterious key. The diary contained “The secret of Vallmoll”. The campaign was designed to transport the invitees to the origins of the bread with objects that symbolize the past and the passing of time in a process of preparation without rushing.

The DEC Communication Agency, belonging to the BBDO Group, was responsible for organizing the event. The Best Pack Silver Award has been given in the direct and relational promotional Marketing category. The Best Pack Awards this year celebrate their eleventh edition and recognize creativity in the marketing of food and drinks.

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