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DDB Aotearoa solves expat Kiwis’ Vogel’s woes with Breadywear
Record numbers of New Zealanders are continuing to leave our shores to explore the world, leaving behind one of our natural treasures – Vogel’s bread.
While you might legally be able to take this cultural icon across borders, at a hefty 750 grams per loaf, it’s a significant slice of your baggage allowance.
To help Kiwis travel with more of their beloved bread, Vogel’s and DDB Aotearoa have launched a world-first travelwear collection: Breadywear.
The Breadywear campaign makes use of a convenient loophole in the airline rulebook. Checked bags and carry-ons? Weighed, scanned and regulated. The clothes on your back? Not so much. As the campaign says: “They don’t weigh it if you wear it.”
Breaded up!
“With Breadywear, you’re basically a walking bakery,” says DDB’s creative director Matt Williams.
“You wear the bread, and suddenly, you don’t have to sacrifice the ski boots, or your Harry Potter hardbacks, or pay an extra $78 bucks in penalties. You can take it all.”
Designed by up-and-coming fashion designer Vicki Foggo, the limited edition Breadywear Collection leads with two signature pieces: The Breaded Jacket and the Neckloaf.
The Breaded Jacket holds up 32 slices of Vogel’s, expertly crafted into a fashionable silhouette.
The Neckloaf is a trendy travel pillow that carries two whole loaves.
Together, they carry up to 65 slices, each tucked into custom Vogel’s-sized pockets to cradle the precious cargo. Bespoke zippers, tags and a breathable outer layer keep both you and your Vogel’s fresh.
“The transparent design is both fashionable and functional, allowing the wearer to take their Vogel’s abroad, while unashamedly flaunting the bread in front of jealous passengers,” says Vogel’s head of marketing, baking Jesper Poulsen.
Travellers could see the exclusive Vogel’s Breadywear collection for themselves on April 10 at an Auckland International Airport boutique, nestled among high-end retailers.
The campaign has been amplified with out of home, AV and influencer content, who have showed off the collection to their fashion (and bread) loving audiences.
