Creativity

Instead of focusing on the brand’s products and the indisputable fact of their Texas origins, the creative concept took a more emotional approach, exploring our collective Texas roots and how they connect the brand and its customers. In the videos, vignettes of real Texans – from ranch families to local barbecue pitmasters to musicians – serve as authentic symbols of Texas culture, while demonstrating how Mrs Baird’s bread fits into that culture. In editing, these vignettes were combined to create an impactful 30-second spot featuring the faces and stories of Texas through the eyes of its people – and showed how Mrs Baird’s has been part of that story for generations. The video concept took the Mrs Baird’s brand somewhere few sliced bread brands had gone before. A common theme among marketing for sliced bread is and has always been the classic “bite and smile” shot, usually with a child biting into a sandwich with joy. Unlike its competitors, Mrs Baird’s has the unique position as a regional cult favorite and was able to take advantage of that through a genuine approach that feels less like advertising and more like a story – an approach that needed to cater to a Texas audience who not only craves but needs that honesty, and can easily spot imposters. To reinforce the powerful message of the video, we also designed point-of-sale materials for grocery stores.