Wasa

A social-first campaign that helped Wasa reclaim breadcrumbs from toxic dating culture, and inspired Gen Z to Go Hard on Love.

Breadcrumbing - giving someone just enough attention to keep them interested without committing - has become one of modern dating’s most frustrating behaviours. Every Valentine’s Day, the conversation grows louder. And somewhere along the way, breadcrumbs stopped being about bread.

The problem

The insight

Yes to breadcrumbs. No to breadcrumbing.

For Valentine’s Day, Wasa partnered with relationship expert Sabrina Zohar and creators across Europe to help Gen Z move from mixed signals to clear intentions.

Through practical dating advice and social-first content, the campaign gave a romantic twist to Wasa’s Go Hard brand platform- turning it into a call for people to hard-launch their relationships, make their commitment clear and go hard on love.

Along the way, Wasa restored the good name of breadcrumbs.

Wasa, a Swedish crispbread brand, makes the kind of breadcrumbs people should actually want. So instead of letting toxic dating culture own the word, the brand could reclaim it.