The 2020 pandemic made us feel that we're indeed facing, as all news outlets stated, "unprecedented times". And brands were as shocked as people by the novelty of the lockdown and didn't know how to communicate at first. Do we keep our campaigns running? Do we stop communicating altogether? How can we find a relevant topic that can help us strengthen our positioning, without being insensitive towards our fans?

For URSUS Retro, the answer came easily when it spotted a unique opportunity to become relevant: the quick disappearance of yeast from supermarkets nationwide.