Bread Week 2023

We also launch Bread Week in February in 2023. To rekindle the love for bread all over Belgium. Bread Week takes place from Saturday 25 February to Sunday 5 March 2023.

Wholemeal bread takes centre stage with the slogan: 'Wholemeal, a whole lot of fibre, a whole lot of flavour.' During Bread Week, we are placing wholemeal in the spotlight. Because after overindulging in the holidays, consumers usually get back on track with a healthy diet. We make sure everyone knows that wholemeal bread is healthy and delicious too. Consumers often directly associate wholemeal with a healthy diet, but not always with flavour. It's high time we changed that! The campaign slogan 'Wholemeal, a whole lot of fibre, a whole lot of flavour', plays on the word WHOLE. We link it to the main benefits of wholemeal. Bread Week is supported by the ongoing Brood, goed verhaal (Bread, a wholesome story) campaign.

Image campaign illustrates the health-boosting value of bread

The image of bread has not kept pace with the times; it is actually perfectly consistent with a modern, healthy lifestyle. From September, the new image campaign ’Brood, goed verhaal’ will be widely promoted, coordinated by the NBC on behalf of the Dutch and Belgian bakery sector. This follow-up takes a more in-depth approach compared with the previous campaign of the same name.

By explaining all the nutritious qualities of bread using an inspiring narrative, the bread stories provide a direct connection to people's need for information about nutrition and health. All the stories will be included on the bread bookshelf, which can be consulted on broodgoedverhaal.be.

360 media use

Read all about what Bread Week involves here. It is an industry-wide campaign, for both traditional bakeries and retail, with substantial resources such as TV, radio and social media. The campaign is being run on the websites of Brood.net in the Netherlands and Broodengezondheid.be and Painetsante.be in Belgium.

Supported by Brood, goed verhaal

Bread Week is made possible by the Netherlands Bakery Association (NVB), the Stichting Ambachtelijke Bakkerij (SAB), the Association of Dutch Manufacturers of Bakery Raw Materials (NEBAFA) and several bakery federations in Belgium. Bread Week is coordinated by the Netherlands Bakery Centre (NBC).

Download your free tools

Free (digital) tools have been made available for this campaign. Use these campaign materials and tell your customers more about the goodness of (wholemeal) bread! In addition, there will be offline communication during Bread Week such as:

• Articles and inspiring recipes on Bread.net about wholemeal

• Social media posts with information and inspiration

• In &C, Chantal Janzen's women's magazine, there will be several pages devoted to bread, trends and tasty bread recipes

• Bread Week posters will be hanging in various bus shelters/public billboards throughout the Netherlands during Bread Week

The following digital materials are available and can be downloaded here

• Logos and banners

• Social posts

• Videos (to follow in early January)