In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Let’s confront the category’s taste barrier head-on to raise brand awareness while building a distinctive persona. Eureka! We built off the brand’s inherent quirkiness and exploited the possibilities of the name. The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life.

The campaign has beaten category benchmarks and has increased brand awareness.