A new iteration of Stonefire’s “Bread You Gotta Know About” campaign, this “Lunch Break” spot–directed by Mike Warzin of Arts & Sciences for FCB Chicago–aims to enlighten Americans about Stonefire Naan bread.
“Lunch Break” takes the conversation to new heights–600 feet in the air at a construction site where a worker doesn’t know about Stonefire Naan bread. His fellow hard-hat workers poke fun at while educating him, demystifying naan and highlighting its delicious, fluffy, flatbread nature, showing a wide assortment of creations they’ve packed in their lunch boxes.
The repetitive word-of-mouth nature of the “Lunch Break” is strategic, showcasing a diverse array of tasty creations where naan replaces conventional bread–for a diverse range of construction workers, each extolling the virtues of Stonefire Naan bread.
Andrés Ordóñez, chief creative officer, FCB Chicago, said, “Stonefire is an amazing brand and dominates the naan bread category. But we needed to create a campaign that captures the attention of conventional bread fans and informs them that naan is simply the better option. Creatively, we find that sometimes the best way to get people to remember what you tell them, is to say it over and over and over again.”
