the challenge
In an era of “artisan” everything, the genuinely premium goods of La Brea Bakery were getting lost among lesser loaves in the bakery section.
the solution
To help devoted foodies discern the best from the rest, we launched the “Every Detail, Deliciously Done” campaign, a “breaducation” on the artisan hallmarks of La Brea Bakery’s breads—from crust to crumble.
Spots
Each :15 video provided a mini “Breaducation” lesson, inviting a viewer to take a closer look at a specific artisan aspect of La Brea Bakery bread — from what defines a superb crumb to why and how bread is hand-scored.
Digital Ecosystem
In addition to promoting the campaign videos on social and running a display ad campaign, we also leaned into the owned channels of La Brea Bakery (website, blog and e-newsletter) to round out our digital ecosystem, ensuring there were no dead ends to our efforts.
Media Partnership
To reach foodies, we partnered with Cherry Bombe, a premium magazine dedicated to covering all things trending in the culinary world. The partnership included full-page print placements, as well as presence at their San Francisco event and on their podcast.
Influencer Activations
We created a series of Instagram-worthy, mouth-watering “breaducation” events for influencers hosted by a La Brea Bakery expert—which at some events was lead baker Jonathan Davis. Each attendee received a La Brea Bakery Artisan Bread Field Guide that highlighted the hallmarks of what separates the wheat from the chaff when it comes to artisan bread—all with plenty of space for participants to document their notes from the evening or weekend.
Brand Positioning and Style Guide
Before putting pen to paper on any of the above campaign elements, we started with overall brand positioning. In addition to developing the brand mission, vision and values set, we created a brand manifesto and key messages. With those foundational elements in place, we set off to concept the “Every Detail, Deliciously Done” campaign, eventually creating a detailed style guide for it to live within their overall brand standards. Given the proprietary nature of this piece, it’s not included here, but can certainly be a topic of discussion should we have the chance to connect.
La Brea Bakery Team
My role: Creative Director + Writer
Senior Art Director: Zach Keenan
Senior Writer: Mary Lou Hidalgo + Chris Hill