Title	BITTERSWEET PIES
Brand	PAUL ROMANIA
Product/Service	BAKERY CHAIN
Category	A01. Fast Moving Consumer Goods
Entrant	McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
Idea Creation	McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
Idea Creation 2	MRM//McCANN Bucharest, ROMANIA
Media Placement	UM ROMANIA Bucharest, ROMANIA

Name	Company	Position
NIR REFUAH	MRM//MCCANN ROMANIA	CHIEF CREATIVE OFFICER
IOANA FILIP	MRM//MCCANN ROMANIA	EXECUTIVE CREATIVE DIRECTOR
SANDRA BOLD	MRM//MCCANN ROMANIA	COPYWRITER
MIRUNA MACRI	MRM//MCCANN ROMANIA	ART DIRECTOR
VICTOR CROITORU	UM ROMANIA	MEDIA DIRECTOR
CARMEN BISTRIAN	MCCANN WORKDGROUP EUROPE	CREATIVE EXCELLENCE MANAGER

The Campaign

We took the gender gap statistics released from the World Economic Forum and turned the pie charts into actual pies. The pies were sold in Paul bakeries across the country and promoted in print, social media and DM. More than just be the talk of media and social media, 5% of revenue from all ‘Bittersweet pies’ sold would be donated to FILIA center, which will use the donation to finance a project aimed to reduce the gender gap in rural areas and help fight inequality.

Execution

"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts! The cakes’ line includes: - the "salary gap" cake - the "misrepresentation cake" (in politics) - the "extremely rich cake" - the "startup exclusion cake" - the "glass ceiling double cake" All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat). 5% of revenue from all "bittersweet pies" sold would be donated to "FILIA foundation", which will use the donation for a project aimed to reduce gender gap by training rural women and prepare them for the modern professions. This makes the project to be the 1st ever "social desserts" line in the world.

"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts! The cakes’ line includes: - the "salary gap" cake - the "misrepresentation cake" (in politics) - the "extremely rich cake" - the "startup exclusion cake" - the "glass ceiling double cake" All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat). 5% of revenue from all "bittersweet pies" sold would be donated to "FILIA foundation", which will use the donation for a project aimed to reduce gender gap by training rural women and prepare them for the modern professions. This makes the project to be the 1st ever "social desserts" line in the world.

The Situation

With a minimum budget for campaigns, Paul doesn’t invest in classic ATL. That’s why we created a new form of communication in order to start a conversation and generate new media. So how do 12 small bakeries in Romania create a worldwide conversation about gender inequality? We created a new line of products called Bittersweet Pies by turning our existing pies into gender gap pie charts. The campaign was amplified by journalists who received targeted pies that revealed data directly related to their area of coverage and handpicked billboards next to unequal establishments in Romania.

The Strategy

Even though Romanians, and mostly the women, believe there is a general balance between men and women in the work field, political representation and other domains, due to the equal participation to the work force, the World Economic Forum released its annual Gender Gap Report that shows exactly the opposite. Out of 145 countries included in the report, Romania falls on 114 in matters of political representation and scores low also in education, health and finance. Paul wanted to address the subject in a sweet way and to open a conversation over a cake.