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DDB and Vogel’s send Kiwis a slice of home with ‘Toastcards’ campaign
DDB Aotearoa and Vogel’s have launched a new campaign: ‘Toastcards,’ sending Kiwis overseas a taste of home.
With a record number of Kiwis relocating abroad, the team uncovered one thing they’re missing: Vogel’s bread.
They came up with ‘Toastcards’ as an innovative take on the classic postcard. Each one fits a slice of Vogel’s Original Mixed Grain Very Thin, fitting within the 10mm international depth limit for standard letters and postcards. This means Kiwis can now send Vogel’s slices abroad through standard airmail.
The perfect solution
The DDB team also created four ‘Toastcards’ featuring uniquely Kiwi imagery.
The designs highlight real pieces of recent news from Aotearoa on the front and back. These include Te Kuiti’s Running of the Sheep mishap, the ongoing Waiheke Sausage saga, the infamous gnome burglar from Hastings and an update on the Hamilton undie thief.
“New Zealand is a special place,” says DDB creative director Freddie Coltart.
“Nowhere else will you find a front-page news story about a man losing his swipey, or too much Chumbawumba – the kind of stories you can only find here, like our favourite bread.
“With this campaign, we found the perfect solution that addressed two important factors: how to comfort the Kiwis who were desperately missing their crunchy slices of Vogel’s in the morning, and making a buzz about the Vogel’s Original Mixed Grain Very Thin favourite,” Coltart adds.
Deliver a slice of home across the world
In addition, Vogel’s brand manager Karren Gonzaga says the loaf was not just very thin, but very convenient.
“At just 7mm thick we can send Kiwis their favourite toast in the standard mail system, without having to go to the expense of sending a special package – pretty sure no one’s done that!
“We are stoked to deliver a slice of home all across the world, and Vogel’s Original Mixed Grain Very Thin is the perfect way to do it,” Gonzaga adds.
Each piece of Vogel’s Original Mixed Grain Very Thin is sealed within its Toastcard. In its initial run, the team delivered the Toastcards to Kiwis in the greater London area.
