Bonduelle felt (on the skin and in the pocket) the runaway growth of the MDD (aka White Labels or Distribution Labels) and decided to take action. The strategy and goals were defined: Reinforce Bonduelle Brand as a benchmark and innovation in the canned corn market. The truth is that corn was a very neutral ´vegetable` and was not part of portuguese consumption habits. The purpose of our campaigns was to break this indifference. We wanted to give relevance to corn as food. We wanted to give Bonduelle relevance as a Brand.