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.

How? 

Bread flavoured chewing gum

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.

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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KINGSMILL