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Sliced Paper

Agency: 
Published/Aired: 
March 2011
Description: 

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

Comments (6)

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Highest Rated

Lica's picture
Lica
Activity Score 30

cool cool!

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

Like... :) Nice DM work.

gogel's picture
gogel
Activity Score 74

very cool

nerio's picture
nerio
Activity Score 166

brilliant...

Jackbr's picture
Jackbr
Activity Score 1499

Nice, really nice.

JackBR

luizcesarfariajr's picture
luizcesarfariajr
Activity Score 9

Simple and functional! Good idea!

Lica's picture
Lica
Activity Score 30

cool cool!

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