Artisanal bakeries, like Fazer Leipurit in Finland, are facing a challenge. Supermarket bakeries are promising “freshly baked” bread – but their bread is baked from par-baked frozen dough. Fazer Leipurit’s bread is genuinely made from scratch, on-site in its in-store artisanal bakeries. Perhaps because Fazer Leipurit is a chain of 142 stores or perhaps misunderstanding the difference, people are sceptical about the brand’s freshly baked promise.  

So agency, SEK (part of Grey), showed them what freshly baked at Fazer Leipurit is. The partners launched an overnight livestream directly from one of Fazer Leipurit’s in-store bakeries. The livestream was broadcast simultaneously on social media and digital billboards across Helsinki metro stations and the campaign transformed the quiet craft of breadmaking into a hypnotic slow TV experience, continuing into peak hours of the morning commute.

The campaign affirms the premium positioning and superior quality of Fazer Leipurit’s bread at a time when buyers are being more careful with their spending. It’s a campaign that makes the product the hero in an entertaining way and gives the brand the transparency people seek out, while also tapping subtly into current culture’s slow movement.

The livestream shows Fazer Leipurit bakers mixing, shaping, proofing and baking the dough into bread, uninterrupted and unfiltered. Viewers can also interact with the bakers through live social media prompts and challenges during the stream.

The event was streamed live from 10 PM on May 20 until 10 AM on May 21, 2026

Credits:
Client: Fazer Leipurit
Communications Director: Tarja Kuusela
Senior Marketing Manager: Virva Rantala
Brand Manager: Henry Ahlavuo
Senior Marketing Manager: Annika Paakkinen
Senior Specialist, Consumer Experience: Lydia Järvinen
Area Manager: Pekka Matikainen
Senior Project Manager: Tuija Aho
Senior Development Manager: Tarju Pajula

Agency: SEK | Part of GREY
Account Manager: Meri Manner
Creative Director: Heli Roiha
Project Director: Inka Kosonen
Copywriter: Maria Kuorikoski
Art Director: Mikko Roininen
Senior Social & PR Creative: Julia Ruuskanen
Social Creative: Anastasia Selezneva
Creative Developer: Sakari Kimmo
Producer: Lauri Aalto
Editor: Markus Hyvärinen
Partners: WPP Media, Reload Media