INDUSTRY CONTEXT

The story goes that, for Western Europe, the croissant was part of the victory over the seventeenth-century Ottoman siege of Vienna. Since then it has become well-known and enjoyed across many nations, but not yet a commodity. The croissant is a common choice for breakfast, snack or dessert, but not everybody has the time to stop by the bakery every day for fresh pastry.

 

CHALLENGE

In Western Europe, the hurried consumer can’t find many convenient, tasty alternatives to the premium-priced bakery croissant. This insight made Much More Market – our longtime Spain-based client that trades and distributes FMCG across Western Europe – act to fill the gap with a good quality, affordable, prepacked croissant that people could find at a grocer’s on every street corner. Unlike other croissants, Yuppa! would be slightly bigger, would have a longer shelf life, and would contain no alcohol.

 

STRATEGY

We wanted the new brand to convey spontaneity, convenience, and the joy of indulging in small pleasures. There are countless instances in a busy, gruelling day when one could use some cheering up. Yuppa! does exactly that: it helps you buck up and get going, with its brisk name, inciting slogan (Follow the cream) and lively packaging design.

 

OUTCOME

Only a few months in, the brand has already exceeded sales target by 30%. It picked up so quickly that the owner decided to branch out into several other pastry specialities.

The feedback is unequivocal: Yuppa! stands out because of its joyful, refreshing design. Retailers are happy to showcase the Yuppa! in-store displays we designed, saying that they brighten up their shops.

Yuppa! croissants are currently sold in over 600 stores across Benelux, Spain, Portugal, France, Germany, Italy and England, but the brand’s expansion plans go well beyond that.