isobel Advertising

London

Loaf - Shifting a brand from retail to lifestyle

Summary

Loaf is a natural challenger brand with an entrepreneurial, founder-led culture, and a desire to disrupt the market. But, in previous comms they hadn’t really broken through and connected with people, or made a mark of differentiation to stand them out in a saturated market.

The Campaign

We created a campaign that shifts Loaf from ‘same old retail’ to an aspirational lifestyle brand.

Building on our ‘Loaf like you mean it’ campaign, this year’s campaign fights the stresses of modern life, in a protest for slow living. It’s a protest movement for the joy of kicking back, slowing down and taking a load off.

Multiple OOH and social ads accompany the TV, continuing the campaign protest theme, with the headlines GO WITH THE SLOW, MAKE LOAF NOT WAR and RELEASE THE PEACE.

We produced and directed all of the work entirely in-house, using our production arm, igor creations.

“We wanted to create a protest against the stresses and strains of modern living, where loafing is the antidote. And like all good protests we wrote a manifesto, which became a song, which was sung by a band, that became an ad.”
Rob Fletcher, Executive Creative Director at isobel

Our new campaign was inspired by music and social protest showcasing the "art of loafing" based on being chilled out and going with the slow. Loaf's message is about turn off (the speed), tune in (to our vibe) and chill out because we want to make a genuine connection with our audience around both physical and mental comfort. We're excited about sitting to take a stand.
Shubhankar Ray, Creative Director

Results

Early results are extremely promising, with Brand Awareness up 14%, Brand Love up 15% and First Choice Brand Preference up 11%.

Loaf - Shifting a brand from retail to lifestyle

Modern living comes with everyday stresses and strains. Loafing is the antidote. Our new campaign for Loaf creates a protest movement for the joy of kicking back, slowing down, and taking a load off. We wrote, shot & produced the entire campaign in-house.