REJECTED BREAD EXHIBITION by DraftFCB Tel Aviv for Arla Foods

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REJECTED BREAD EXHIBITION

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Industry Bread
Media Promo & PR
Market Israel
Agency DraftFCB Tel Aviv
Creative Director Ori Ganot
Art Director Liat Tsur
Copywriter Kobi Barki
Designer Reuven Givati
Released April 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: ARLA FOODS
Product/Service: BUTTER SPREADS
Agency: DRAFTFCB SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Apr 18 2010 12:00AM
Entrant Company: DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Entry URL: http://www.psulim.com
Executive Creative Director: Kobi Barki (Shimoni Finkelstein Draftfcb)
Executive Account Manager: Mira Finkelstein (Shimoni Finkelstein Draftfcb)
Creative Director: Ori Ganot (Shimoni Finkelstein Draftfcb)
Art Director: Liat Tsur (Shimoni Finkelstein Draftfcb)
Copywriter: Kobi Barki (Shimoni Finkelstein Draftfcb)
Designer: Reuven Givati (Shimoni Finkelstein Draftfcb)
Flash Designer: Shimi Kuperly (FCBi - Shimoni Finkelstein Draftfcb)
Curator: Ifat Zvirin
Media placement: Print Campaign - Haaretz - 18 April 2010
Media placement: Exhibition - Art Gallery - 25 April 2010

Describe the objective of the promotion.
For years, Lurpak - the premium spreadable butter brand has been connected to bread. We were asked us to strengthen this connection.

Describe how the promotion developed from concept to implementation
We discovered that every week many Challah breads (the traditional Jewish bread) are taken off the production line for aesthetic reasons only. This fact is unknown to the public. Our idea was that Lurpack loves any bread. All bread. Even rejected bread. We collected rejected breads from major bakeries and curated them into an exhibition at a leading art gallery. The exhibition celebrated the misshapen, deformed and unsymmetrical Challah breads, raising a discussion about aesthetics and beauty. Print ads in gallery reviews and guides referred people to the exhibition and to a special twin mini site.

Describe the success of the promotion with both client and consumer including some quantifiable results
- The three-day-exhibition generated a lot of interest and media coverage with over 250,000 media impressions. - We gave this premium brand the legitimacy to move from the supermarket shelf to the art gallery. - We succeeded in strengthening our position as the champion of bread.

Explain why the method of promotion was most relevant to the product or service
By creating a promotion in the art gallery, not the supermarket, we immediately raised the status and stature of the Lurpack brand. This was an innovative, less ‘day to day’ way of creating consumer engagement and developing an emotional conversation between bread and the brand. Our unusual approach had an element of surprise and took Lurpack from a consumption context to an intellectual, cultural and social one.