While launching HapiHap toast as the best choice of bread for sandwiches and beyond, we knew that retail environment was the toughest medium either because of fierce competition, prohibitive costs or legal restrictions. So we invented a new context that was naturally connected to the usage of bread; a cost-effective medium that no other brand had used before: the wrapping paper for deli products. The perfect place to meet the core consumers of toast bread. Using a budget that was no competition to the already established bread brands, HapiHap found a way through the supermarket’s cluttered advertising space. In terms of sales, the numbers show a 30% growth compared to the supermarkets where we didn’t implement the campaign but only had the bread for sale.
Advertising Agency: Grey, Bucharest, Romania Creative Director: Claudiu Dobrita Head of Art: Bob Toma Head of Copy: Alex Strimbeanu Producer: Mihai Draghici Senior Account Director: MIhaela Bourceanu Published: March 2011via adsoftheworld.com