ACE Bakery has been the leading brand in the baguette category in Ontario for years, championing consumers to break for great bread. To help drive conversation and complement their mass campaign, we flipped the traditional grains and claims strategy on its head, and instead tackled a cultural behavior stopping us from connecting around the table – our mobile phone addiction.

For Thanksgiving we launched the breadblox – a modern take on the old school breadbox that housed phones instead of slices, encouraging our target consumer to disconnect to truly connect.

The campaign included a series of teasers and launch spot inspired by big tech. A shoppable website, PR and influencer campaign encouraged word of mouth, so much so that the first run sold out in mere minutes with requests coming as far as Iceland, Turkey and Russia.

What we did:
Fabrication, Brand Design, Packaging, Experiential, Content, Influencer, PR