Reissumies campaign wins gold and silver in Vuoden Huiput competition

The Reissumies campaign Oman tiensä kulkijoille (“For those who choose their own path”) won both gold and silver in the design competition Vuoden Huiput. The winners were announced in a gala on 28 April. Reissumies won the golden prize in the Campaigns category and silver in Outdoor advertising.

In autumn 2021, the iconic Reissumies bread brand beloved among Finns took a stand to support men’s diversity and tolerance. The campaign was presented widely in bread packages, outdoor advertisements and the media, and it sparked a lot of public discussion. The goal was to broaden the Reissumies brand’s male representation so that more men could feel accepted just as they are. 

During the campaign, Reissumies packages featured the faces of diversity and inclusion consultant Dakota Robin, rap artist and children’s football coach Pastori Pike, and ice hockey legend Marko Jantunen. Each of them promotes tolerance and the acceptance of diversity through their own work, and was therefore selected as a campaign face.

“Not many companies had spoken about male diversity. The inspiration for the campaign comes from one of our company values, Northern Liberty. It means that at Fazer, we support everyone’s right to be who they are and their freedom to make their own life choices. We wanted to promote acceptance, diversity, and equality, and also create discussion on the topic. And we succeeded in this: the campaign gained a lot of visibility both in outdoor media and on social media”, says Ari Ahola, who is responsible for the Reissumies brand at Fazer Bakery Finland.

The jury commented on the first prize award: “You don’t always need a complex, gimmicky campaign. Sometimes all it takes is seeing your product from a different angle.”

Thanks to all who contributed to the creation of the campaign: IVALO Creative Agency, IVALO Visions, Dagmar and Drum.

Grafia’s Vuoden Huiput is Finland’s most significant creative design competition, which was founded by designers themselves in 1980.

Earlier this year, the Reissumies campaign won the digital media competition Grand One in the category “Influencer marketing”.

Further information:

Ari Ahola, Senior Marketing Manager, ari.ahola@fazer.com, tel. +358 40 7150 682

Awards - Grafia (vuodenhuiput.fi)

Fazer Group 

Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. Our mission, Food with a purpose, builds on our strong 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of professionals, we focus on fast-moving consumer goods and our direct-to-consumer business in the Nordics, Baltics, and beyond with exports to some 40 different countries. Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2021, Fazer Group had net sales of 1.1 billion euros and employed approximately 8,000 people.

Northern Magic. Made Real.