Challenge
Kiwis preferred to shop at local bakeries and pay significantly more for it, even though this bread would only last 48 hours and then be too stale to eat. Shoppers didn't see packaged bread that was convenient or lasted 3-5 days as being fit for their weekend treats.
Solution
Two Hands® was designed to bring the essence of weekend bread and make it perfect for sandwiches as well as poached eggs, while also being convenient in the bread aisle of your local. The brand launched three sourdough products that were unique and focused on both flavour and aroma. The brand identity leveraged local cafe and deli culture which ensured that Two Hands® was both distinctive and memorable.
Activation
To reach the affluent target market a beautiful campaign was created 'if it's made by two hands, it's made for Two Hands®' which saw the brand partner with local artisan producers. The campaign was primarily rolled out in magazine and later had a TV ad made to bolster reach.
Results
Two Hands® resonated with the target market and those who knew it, knew it very well.
• Unfortunately, the brand didn't survive the recessionary pressures that followed the
• GFC and was deleted from market.
• At the time of its deletion though total prompted awareness had reached 50%.
Project Copyright
