For centuries, bread has been at the heart of Lithuanian life—a staple on every table. Despite evolving dietary trends, many Lithuanians continue to choose dark rye bread for its versatility, affordable price, and distinctive taste. In fact, every second Lithuanian believes that dark rye bread is the most fitting national product to represent Lithuania abroad.

Fazer Lietuva, representing the Gardėsio bread brand, launched a national lottery campaign to encourage people to rediscover a timeless classic loved by bread enthusiasts—the diverse range of BOČIŲ bread. These products are familiar and beloved, with rich flavors that spark nostalgia, even for generations that lean toward more modern alternatives. Known for their high quality, BOČIŲ breads have preserved traditional recipes over time and have repeatedly been recognized as consumers’ favorites.

To complement the BOČIŲ National Lottery and amplify its marketing efforts, public relations activities were deployed to rekindle emotional connections with black bread, revive appreciation for Lithuania’s rich bread-making traditions, and remind consumers of how these products fit into everyday life. The campaign aimed to inspire love and nostalgia for dark bread and offer an extra nudge to revisit long-loved, authentic tastes.