Challenge: The pandemic introduced a new audience to the wonders of bread baking, but as life has gotten busy again, passion for bread baking has waned. To keep the attention of these new bread bakers we need to show them how they can fit bread baking into their schedules, so they can have home-baked bread on a weeknight.

Solution: Campaign photography was propped with items of a busy life – phone, keys, newspaper, day planner, etc. – as if you’d walked in the door, tossed down your keys and phone, and with minimal effort the bread was ready for dinner. Created photo/illustration collages for social posts that illustrate how you can fit bread baking into your schedule - mix the dough before bed for an overnight ferment, shape it in the morning and then let rest in the fridge during the day. Before dinner remove from the fridge and let rise while you preheat the oven, and then it bakes while you make a salad and enjoy a glass of wine.

Photography: Rick Holbrook
Food Styling: Kaitlin Wayne
Art Direction: Alana Park
Illustration: Michelle Chen