HapiHap: Sliced Paper

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 2011


Prasad Weerasekara's picture
Prasad Weerasekara
640 pencils

Like... :) Nice DM work.

gogel's picture
74 pencils

very cool

nerio's picture
166 pencils


Jackbr's picture
1458 pencils

Nice, really nice.


luizcesarfariajr's picture
9 pencils

Simple and functional! Good idea!

Lica's picture
30 pencils

cool cool!

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