Product Launch of Laba Aviža
The aim was to introduce a new product of Vilniaus duona and a brand-new category of breads – oat bread.
New product category was the main issue, as the category of oat bread did not exist in Lithuania before. It was chosen to work with nutrition experts & food bloggers who speak about healthy food, set biggest attention to context creation (benefits of oats) and influencer marketing and skip (paid) media and advertising at all.
Due to the rightly chosen communication strategy and perfectly analyzed target audience the Laba Aviža campaign was the most successful product launch in the entire history of Vilniaus Duona.