Bread Week 2022

‘Everyone needs a little wholemeal sometimes’. This slogan will launch Bread Week in the third week of January 2022.

We will show everyone in the Netherlands and Belgium that our 'run-of-the-mill' wholemeal sandwich provides a fantastic boost, which people need from time to time. Bread Week kicks off a two-year image campaign, which the Netherlands Bakery Centre (NBC) and the Belgische Instituut Brood en Gezondheid are conducting on behalf of seven industry parties from the Netherlands and Belgium.

Wholemeal leading the way

During Bread Week, we remind people of the beauty and goodness of bread. Wholemeal bread serves as the anchor for the entire product category. Bread Week takes a positive, light-hearted approach to show that wholemeal bread gives you a boost when you really need it. So that you can make the most of every day. At work, while exercising and with your family.

A good start to 2022

"We deliberately chose the third week of January," explains NBC's Jenneke van Elderen, who, together with marketing experts from the sector, has been reflecting on how to organise the first Bread Week. "January is traditionally the month when - after the holidays during which we have eaten and drunk too much - we start eating, drinking and exercising more healthily again. And these New Year’s resolutions may be even more ambitious in early 2022 due to months of Covid-19 restrictions.

Figures from the Netherlands Bakery Centre show that over 40 per cent of people intend to modify their diet in January. And health is the main incentive. Women are slightly more determined than men in this regard (44% versus 36%).

360 media use

We do not yet know exactly how Bread Week will be organised. But what is clear is that it will be an industry-wide, 360° campaign, for both traditional bakeries and retail, with substantial resources committed. The campaign is being run on the websites of Brood.net in the Netherlands and Broodengezondheid.be and Painetsante.be in Belgium.

Kick-off of the two-year campaign

Bread Week is the kick-off of the two-year EU image campaign 'Brood goed Verhaal, met graan uit Europa'. "The great thing is that the campaign doesn’t end after a week, but will be followed up on TV, radio and social media later in the year," Van Elderen explains. "Plenty of motivation to get 2022 off to a good start together and make Bread Week a success."

Collaboration

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