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 (94% market share), it does have a problem. You can only get here. In New Zealand… Which sounds fine, right... Except for the fact that record numbers of Kiwis are leaving our shores right now. About 2.5% of the population last year. Why, we don't know. And what are they missing most, apart from the sunshine, clean air, and large spans of water between them and nuclear warheads? You guessed it. They're missing their favourite toast. At the same time, to meet increasing production challenges, the price of Vogel's rose from $4.99-$5.19 in April 2025. We had to mitigate this rise by generating brand love and remind Kiwis just how good, and thin, this bread is. So we thought, maybe we could kill two birds with one stone... Maybe, to get people talking about (and buying!) Very Thin here, we could get them to send it there to all the Kiwis who can't get it. That makes loads of sense...
The Solution
In the midst of the April price rise, we had to mitigate the damage by generating brand love, and reminding NZ that Vogel's is the bread of the nation. So, we came to the rescue of homesick Kiwis abroad by enlisting Kiwis at home to send it in the mail. Toastcards are an innovative take on the postcard, designed to house a real piece of Vogel’s Very Thin inside it, squeezing just under the 10mm international depth limit for standard letters and postcards. Because, as well as being New Zealand's favourite bread, Vogel's Very Thin variant is also the thinnest, at just 6mm. Very convenient... So, thanks to Toastcards, Vogel’s can now be sent to Kiwis abroad through standard airmail (not as a parcel, which costs way more) within 6-7 days – conveniently within the shelf non-refrigerated shelf-life.
