Bonduelle | B! Pact initiative

Together with the Bonduelle brand & Havas Creative Vilnius, we created a campaign that presents Bonduelle corporation B! Pact initiative. The B! Pact is a global and transversal commitment that involves all of us: brands, farmers, employees, consumers, and people of all ages. Everyone has a role to play in this plan grand scheme to make plant-based food a sustainable way of living. Campaign markets: Lithuania, Latvia, and Estonia.

Client: Bonduelle


To inform the community that Bonduelle is a socially responsible company.

Communicate attributes that would allow consumers to associate Bonduelle products with the image of a socially responsible corporation.

Revitalize the image of the Bonduelle brand by giving it new attributes. This is not just the pea and corn brand – Bonduelle supports sustainable & diversified agriculture all around the world and keeps researching new ways of growing, processing, and selling products, brand acts daily to make plant-based food more accessible and promote tasty and healthy eating habits for everyone. They are also delivering positive economic and social impacts for all our employees, and communities.


We emphasize that it is time for a change. That change is for the better, it will bring benefits. Whether it is a personal change or, as in this case, changes in production, values, everything is beneficial and can make you feel great. GOOD TO CHANGE INTO GOOD. Bonduelle commits to sustainable food and farming.


We used TV, OOH, and social media channels like Facebook, Instagram, and Youtube to spread the message. Main format – video ad with additional content pieces as Instagram stories and short clips with B! Pact facts.


The main KPI’s reach & frequency were achieved and over-reached. Social demonstrated brilliant results – average frequency on social media – 7, more than 600 000 video views through all the Baltic states on Youtube, high ad recall lift percentage – 7% and nearly 1 million users reached.


The team behind the scenes ????

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