{"id":1364,"date":"2026-01-19T12:42:28","date_gmt":"2026-01-19T12:42:28","guid":{"rendered":"https:\/\/samy.com\/?page_id=1364"},"modified":"2026-01-21T14:12:04","modified_gmt":"2026-01-21T14:12:04","slug":"fazer-ill-just-have-one-piece","status":"publish","type":"page","link":"https:\/\/samy.com\/pt\/fazer-ill-just-have-one-piece\/","title":{"rendered":"Fazer: I’ll Just Have One Piece"},"content":{"rendered":"
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Fazer: I’ll Just Have One Piece<\/strong><\/h1>

\u00a0<\/h2>

\u00a0<\/p>

\u00a0<\/p>

SUMMARY<\/b><\/h4>

On April 1st<\/sup><\/span> we claimed we\u2019d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools\u2019 joke \u2013 and hundreds of people commenting on the Instagram post, wishing it was real. Because who hasn\u2019t sometimes said (lied!) to themselves: \u201cI\u2019ll only have one piece\u201d. But 24h later we dropped the one-piece for reals. And the internet blew up \u2013 as did sales.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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BACKGROUND<\/b><\/h4>

Times are far from easy. Inflation is making it hard on all consumer products. The taxation is making it hard for confectionaries. And the price of cocoa is making it hard for chocolates.<\/p>

All of these are making it ever harder for the iconic chocolate of Finland, Fazer, whose market leader position is slowly starting to melt.<\/p>

\u00a0<\/h4>

OBJECTIVE<\/b><\/h4>

– We needed to fight back private labels.<\/p>

– We needed to justify our premium pricing.<\/p>

– We needed to raise our preference.<\/p>

Thus, our aim was to shift our brand image and put some more desire into us.<\/p>

\u00a0<\/h4>

ESTRAT\u00c9GIA<\/b><\/h4>

As the challenge was business critical, we approached it with a proper brand strategy renewal.<\/p>

At the core of it was one word: \u201cCraving<\/strong>\u201d. And when it comes to chocolate-craving, nothing says it better than the lie we all tell ourselves: \u201cI\u2019ll just have one piece\u2026\u201d. This was the insight, the universal truth, we built our campaign around \u2013 the first campaign under the new brand strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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IDEA<\/b><\/h4>

On April 1st we claimed we\u2019d done something outrageous: a one-piece chocolate tablet. And obviously, people thought it was an April Fools\u2019 joke \u2013 and hundreds of people commenting on the Instagram post, wishing it was real.<\/p>

Turns out… we weren\u2019t joking.\u00a024 hours later we dropped the one-piece for reals.\u00a0<\/span>And the internet went crazy.<\/span><\/p>

We then seeded the special chocolate tablets to influencers \u2013 ranging from the biggest in the country to smaller ones, too.\u00a0We shared the love on the streets: asking people if they\u2019ve ever said \u201cI\u2019ll just have one piece\u201d, then rewarding them with our one-piece if they had.<\/span><\/p>

Our tagline, \u201ca piece better\u201d was all over our tactical ads, too \u2013 on TV, on display, and on the streets.\u00a0We even invited creators to our factory to do their very own unique one-piece tablets.<\/span><\/p>

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657%
<\/b>return on marketing investment<\/span>
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75%\u00a0<\/strong><\/h2>

increase in \u201cBrand I\u2019m willing to pay more for\u201d (YoY) (in a critical target group under 25).<\/p>

+ Record-breaking levels in \u201cHigh quality\u201d perception (in the core audience under 35)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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74%<\/strong><\/h2>

Finnish users reached on TikTok \u2013 and that\u2019s just pin-pointing one channel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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11%\u00a0<\/strong><\/h2>

pts. sales (value) increase in the first weeks in the two largest retailers (comprising 4\/5 of the market). That\u2019s huge! (And confidential.)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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+291%<\/strong><\/h2>

Engagement on Instagram \u2013 in one day (!).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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17s<\/strong><\/h2>

Average watch time on TikTok\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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