The Challenge
Vogel’s is NZ’s most beloved bread. We're weirdly passionate about it. It's like Marmite is for the Brits—a national-pride-level passion. But while it is extremely popular, it does have a problem. Vogel's customers are leaving, and going without their favourite loaf. Last year alone, almost 2.5% of the New Zealand population left our shores to go to places like England and Australia. Why, we don't know. These (mostly young) Kiwis, fast becoming household shoppers, represent the brand's biggest future growth opportunity. This is a brand with a huge 94% market share and 34% penetration, and an aging buyer base. So, we needed to do something to appeal to them, and make that lasting impression a tasty one. And at the same time, appeal to everyone else still at home.
The Solution
While Kiwis can and do legally take Vogel's across the border, at a hefty 750 grams per loaf, it comes at a significant cost to the baggage allowance. So, to help Kiwi travel with more of the best bread there is, we launched an innovative travel-wear collection. BreadyWear. The intersection between fashion and pieces of bread. A new fashion line that lets Kiwis who are heading overseas wear the bread. Because technically speaking, they can't weigh it if you wear it. We launched the collection airside in the Transit Corridor at Auckland International Airport, where Kiwi leavers could pick up The Breaded Jacket, which holds up thirty-two slices of Vogel’s, the Neckloaf, a trendy travel pillow that carries two whole loaves, and the Rye Mask, good for two slices. All were made using a breathable transparent outer to keep you and your precious cargo fresh. And importantly, not "conceal it" from the customs staff, who if anything, wanted a slice. But could do nothing to get it. Or anything for that matter. A convenient hack that let Kiwis take a total payload of 4kg of pure Vogel's aboard, without paying a single dollar in baggage overages. But we didn't just make fashion/bread history, we made a fashion film, OOH, and influencer content—let's be honest, they couldn't resist. And in doing so, reached the nation.
