Million Dollar White Bread

With our client Flowers Foods, we set out to launch a healthier white bread, Cobblestone Bread Co. The bread category is enormous and dominated with private label and entrenched brands. The consumer's food choices are changing and so are the ways she finds out about new brands. The media plan was focused on partnerships with like minded brands (ie: the Big Green Egg) and passionate food bloggers. We created innovative and beautifully photographed recipes that were amplified by media partner AOL, to generate scale and mass engagement.