hack the pack

What do most packaging in the supermarket have in common???

BREAD!!!🍞🍞🍞

But they are also the perfect media to SELL our bread. So Bauducco® Hack the Pack turned the labels of other brands into ads for its new line of breads.

Then we used push notifications to send consumers into a hunt through the supermarket shelves, looking for our breads on the labels of other products.

Hot dogs, cream cheese, burgers… If there's bread on that pack, it's probably Bauducco®.

And whoever found + scanned them, got a free equivalent 🍞Bauducco® pack 🍞 at the cashier (plus discounts).

Shortlisted in Cannes 2025.