Really? My discussion on my baking blog, All Things Bread, discusses the bread aspects of this odd campaign, but here we want to explore thisu outrageous attempt to appropriate the word coucou.
I first ran across this word when my French pen pal greeted me with Coucou! in one of her e-mails, sending me running to my dictionary. Where I learned that coucou meant "cuckoo"! Yes, as in the bird. Or the clock. But it's also become a casual greeting among young people (sort of "hey there!") and you have to admit, it's really cute, even in English: "Cuckoo! What's happening?"
The bread lobby now wants this word to mean, or at least invoke, "bread." To which the only possible response is, of course: What are they, cuckoo?