Through PAXIMADIA, simple truths are revealed. Its essential goodness, preserved by tradition, leads us to an inspired way of life.

Market Situation / Problem
Chipita, a Greek company, is currently the largest croissant manufacturer in Europe. Chipita was interested in launching a branded “paximadia” (dried bread) product in the Greek and German markets.

Our Approach
Exploratory research to understand the dried bread market, its consumers and key brands. Decoder to comprehend how the dried bread category and its adjacent categories are communicated. Concept development and testing to explore product concepts and brand positioning territories with consumers. Brand Idea to capture the positioning. Brand expression to create a clear framework for marketing and communications across the mix. 

The Result
At the beginning of 2006, PAXIMADIA ΤΗΣ ΓΗΣ (OF THE EARTH) was launched in the Greek market with 5 flavour variants, with TV communication and packaging focusing on the essential goodness of the product. In the next few months the brand will also be launched in the German market.