It’s not as good without bread!

Backed by the European Union, this 3-year program aims to reignite bread consumption, especially among the younger generation (18-35 years old).
Led by Intercéréales, the campaign will deploy a 360-degree promotional strategy to showcase the sustainable and appealing aspects of the wheat-flour-yeast-bread sector.

This Franco-Belgian project has brought together key players like the CSFL, SYFAB, the French Bakers Confederation, FEB, and Intercereales/ANMF. And the momentum is building – last summer, we proudly represented Lesaffre at the Vieilles Charrues festival (literally: Old Ploughs Festival, is the largest music festival in France and is held every year in western Brittany), engaging with consumers through the Bread EU stand.

And the journey doesn’t stop there. Keep an eye on @lescereales Instagram account, where captivating behind-the-scenes videos are shared featuring Roman Doduik (a French content creator), diving deep into the world of grains and bread.