From AM to PM: 24 Recipes with «ΔΕΚΑ»

How do you refresh the image of toast bread and make consumers care?

Karamolegos asked us to promote its renewed «ΔΕΚΑ» line, including new product SKUs, through a campaign that could break the category’s low-interest barrier and engage audiences in a fun, personalized way.

Toast bread is a household staple, but not a category people get excited about.

In a crowded digital landscape, the challenge was to create attention-grabbing content that showcased the line’s variety, connected with daily life, and felt fresh rather than intrusive.

Increase awareness and engagement around the renewed «ΔΕΚΑ» product line, positioning it as versatile, relevant, and part of every moment of the day.

We launched Greece’s first 24/7 personalized recipe campaign.

24 unique recipes = 24 unique ads - each matched to a specific hour, mood, or habit of the day.

Example: At 21:00, audiences discovered «Το Δέκα το Σινεφίλ» - a fun toast combo made for movie marathons.

All recipes lived on a custom microsite, where users could explore by product, ingredient, or taste, enhanced with playful animations and filters.

The campaign ran across Facebook, Instagram (feed & stories), and Google Display Network with multiple engaging formats.

The result was an always-on, snackable experience that made ΔΕΚΑ bread feel fresh, fun, and part of consumers’ daily habits.