Fazer Sirkkaleipä cricket bread won the bronze lion in the Sustainable Development Goals section of the Cannes Lions competition, under the category Responsible Consumption and Production. The award was presented late on Friday 22 June. Placing third in the world’s largest annual marketing competition is a major achievement, since this year there were over 32,000 entries from around the world in the competition’s different categories. Sirkkaleipä also made it to the finals in the Food & Drink category. The award strengthens the position of Fazer Bakeries and the entire Finnish food industry as pioneers in creating more sustainable foods.

Contributing to sustainable food production  

Fazer Bakeries brought the world’s first insect-based breads to the shops in November 2017.

“As a major operator in the industry, our actions also set an example for others to follow. Food production has an enormous effect on the environment and society. We have just renewed our five-year commitment to the Baltic Sea. We have pledged to develop our production and operating methods and our product range to help promote the ecological balance of the Baltic”, says Fazer Bakeries managing director Markus Hellström.

Fazer is the largest flour purchaser in the Baltic region, and is a major user of flour. As the largest baker and buyer of flour in the Baltic region, Fazer has put together ten principles of sustainable farming to reduce eutrophication in local waters and maintain the condition of soil over the long term. Fazer’s aim is for all of our grain usage in Finland and Sweden to comply with the principles of sustainable grain production by 2025.

Fazer Sirkkaleipä cricket bread speeding its way to worldwide recognition 

Already in the launch phase, Fazer Sirkkaleipä received unprecedented media attention both in Finland and abroad, and made headlines on every continent except Antarctica.

Fazer Sirkkaleipä has also been picking up numerous awards and prizes. At the end of May, it won in Amsterdam at the international marketing SABRE Awards, in the food and beverage category. And in June, Fazer Sirkkaleipä won in the category for well-earned publicity in the marketing competition organised by the Finnish Association of Marketing, Technology and Creativity. Sirkkaleipä also received an honourable mention for excellent international product launch at a competition organised by ProCom, the Finnish Association of Communications Professionals. The jury at the latter event remarked that in light of the figures, Fazer’s communication relating to Fazer Sirkkaleipä was truly a media win on a global scale.

Fazer continues to seek growth from handmade breads

Fazer Sirkkaleipä is a delicious and nutritious artisan bread that is handmade from start to finish in Fazer in-store bakeries in food stores using flour from Fazer’s own mill. Each loaf of Fazer Sirkkaleipä is made from 70 house crickets. Sirkkaleipä is a good source of protein.

Fazer Bakeries wants to make breads better appreciated. There are currently 54 Fazer in-store bakeries throughout Finland, and that number is growing quickly.

The Cannes Lions International Advertising Festival is the world’s largest annual competition in the field of creative advertising and marketing. The week-long festival has been held in Cannes, France, since 1954, and there are currently twelve different categories. This year there were over 32,000 entries from around the world. In addition to the gold, silver and bronze lions for each category, the Grand Prix prize can be awarded to the best of the Golden Lion winners.

Further information:

Markus Hellström, Development Director, Fazer Bakeries Finland, tel. +358 40 40732 0057

Taina Lampela-Helin, Communications Manager, Fazer Group, taina.lampela-helin@fazer.com, tel.+358 40 668 4600

Fazer’s media phone line is open Mon–Fri from 8 am to 4 pm, tel. +358 40 668 2998, media@fazer.com

#Cricketbread #foodwithapurpose # #CannesLions2018 #communications #PR

Print-ready pictures: www.fazergroup.com/pictures (Media_Press -> Fazer Sirkkaleipä)

Fazer Group

Fazer is an International family-owned company offering quality bakery, confectionery, biscuit and grain products, plant-based meals, non-dairy products, on-the-go food & drinks as well as food and café services. Fazer’s mission is Food with a Purpose. The Group operates in eight countries and exports to around 40 countries. Fazer’s success, ever since its establishment in 1891, has been based on the best product and service quality, beloved brands, the passion of its skilful people and the Group’s responsible ways of working. In 2017, Fazer Group had net sales of 1.6 billion euros and nearly 15,000 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact.

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