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A great idea never gets old. Last year’s most awarded and talked about ad campaign was a tribute to Mother Nature. An ad that showed that mold and decay can be extremely beautiful – as a sign of no artificial preservatives. In a new campaign signed M&C Saatchi Stockholm, Swedish crispbread brand Wasa displays something equally natural – crispbread – a crunchy type of bread that stays fresh for several months after it has left the oven.

“Crispbread is a fantastic product that has been around for ages, and it’s still relevant today. I loved 'The Moldy Whopper' ad and to literally put crispbread in the limelight like this and truly show the beauty of something that lasts for a long time is just brilliant. I believe most people at some point, have pulled a pack of crispbread from the cupboard, and experienced that it’s as nice and tasty as when you bought it,” says Jakob Edman, global brand and communications sr. manager Wasa. 

The campaign from Burger King was recognised all over the world last year. In addition to receiving praise and multiple awards in advertising competitions, it was also featured in big media outlets such as CNN.

“'The Moldy Whopper' was a great success, and this campaign is an obvious nod to it. We simply couldn’t resist the urge to use the exact same method to show the beauty of a product that naturally doesn’t decay – even if it doesn’t contain artificial preservatives or anything besides a few simple ingredients. This is a celebration of a natural long shelf life,” says Henrik Almqvist creative director at M&C Saatchi Stockholm.

Wasa Crispbread has a shelf life of ten months. But if stored well, the bread often lasts longer and stays unaffected way past its expiration date. Despite being free from artificial preservatives, the natural ingredients stand the test of time. 

“The reduction of food waste is one of the global objectives to reduce peoples’ impact on the environment. Bread is a food item that is often wasted, so switching from soft bread to crispbread is a simple, nutritious, and most importantly tasty way of making an effort for the climate”, says Katarina Waak, global marketing manager, Barilla Group.