Brief: Produce a set of press ad concepts for a new bread product.
The bread tastes better than existing loaves and is healthier because the new process doesn’t destroy the goodness of the wheat as the normal Chorleywood process does. The bread contains less air and water than normal giving it a better, more granular texture. In short, it’s a better bread.
What I did:
I researched competitors to see what they were doing, enabling me to create a set of concepts in line with other bakeries. I also devised concepts using humour and a fun tone of voice that would stand out against the expected ads featuring shots of smiling bakers holding out bread. For each concept, I created a headline, strapline plus an outline of a visual to accompany the ad.