BRIEF:

Get people thinking about eating bread

 

SOLUTION:

People are scared to eat bread because they don’t want to get fat. Last year, Kingsmill was delisted by Tesco.

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How? 

Bread flavoured chewing gum

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EXECUTION:

Brunch is the new it meal, funnily enough eaten by the health conscious. Kingsmill will open a trendy cafe but will replace all bread with their carb free, gluten free, calorie free, bread flavoured gum.

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Customers will be encouraged to share their experience, good or bad to spark a conversation about eating bread. Is starving ourselves of real bread worth it? Did the wonderbread live up to the hype? A film of the whole experience with people’s thoughts will then be distributed online.

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