Wasa
We reclaimed breadcrumbs from toxic dating culture by helping Gen Z stop breadcrumbing and start hard launching their relationships.
The problem
Breadcrumbing has become one of modern dating’s most frustrating behaviors. A term used when someone gives just enough attention to keep another person interested, without ever committing.
What started as internet slang has quickly become a global dating problem. Across social media, dating apps and online culture, breadcrumbing is now widely seen as one of the most toxic habits in modern relationships.
Every year, mentions of breadcrumbing spike around Valentine’s Day, as people reflect on their dating lives. And over the past few years, the conversation has only grown louder.
And with it, breadcrumbs themselves have taken on a surprisingly negative meaning, and Wasa has no intention of letting breadcrumbs get a bad rep by being confused with a toxic dating trend.
The insight
Somewhere along the way, breadcrumbs stopped being about bread.
The idea
So Wasa decided to do something about it. As the brand behind some of the world’s most famous breadcrumbs, Wasa takes this reputational problem very seriously.
This Valentine’s Day, Wasa launches Go Hard on Love, a social first campaign encouraging people to stop breadcrumbing and start hard launching their relationships. Together with relationship expert Sabrina Zohar and creators across Europe, Wasa offers practical dating advice to help people move from mixed signals to clear intentions. By tapping into the language of modern dating and the brand’s Go Hard platform, Wasa playfully sets out to restore the reputation of breadcrumbs.