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