Loaves campaign
COBS BREAD
the Objective
While working in house at COBS Bread, there were 7-8 Campaigns per year. Loaves is COBS Bread & Butter (pun intended), so it was the perfect campaign to help launch the brand refresh. This particular campaign focused on core products of the high fibre loaf, country grain loaf and sourdough loaf.
So with any campaign, we needed a concept that delivered the objectives from the Marketing team to be used across all channels.
the solution
With this campaign being the first one that integrates the brand refresh, there was a huge opportunity to lean into the new photography style in order to help create some evergreen imagery. It was also our first chance to use the new custom typeface and graphic elements.
The result is very aligned with the brand refresh. It not only leaned into the fall back to school vibes but also created some everygreen imagery and marketing materials.
I developed the concept and oversaw the campaign "A Loaf for Everyone". The inspiration came from COBS' very own packaging that showcased each loaf's own characteristics, taste profile and nutrition. Once approved, I sent it to photoshoot and video production.
The majority of the videos are stop motion and therefore I need to ensure a solid pre pro deck + storyboard are created so that the photography can seamlessly transition into video editing.
