Vogel’s bread has long been an iconic Kiwi brand. Now, it’s stepping into new territory: fashion.
When Jo Martin first heard about Breadywear – specialty clothing to help Kiwis take their beloved Vogel’s overseas – she thought the concept was “wild”.
“But then we saw the imagery, the execution – it was so cool. The final product was amazing,” says Martin, account director at Mango New Zealand.
As its name suggests, Breadywear is a fusion of fashion for travellers and actual slices of bread. Why? Because devoted fans have been smuggling loaves onto flights for decades.
Rewind 25 years, to a Vogel’s ad featuring a New York-dwelling Kiwi, whose American partner didn’t get why burning his precious bread was such a big deal. The ad spoke to a simple truth: Vogel’s might be loved at home, but it’s craved abroad.
Breadywear embraces this long-known fact while telling the story through a modern lens, says Rory McKechnie, executive creative director at DDB Aotearoa.
“This campaign is flashier, but it still comes from that down-to-earth truth: New Zealanders have been taking Vogel’s overseas for years.
“The funny part was the number of senior marketing folks who came forward saying, ‘Yeah, I’ve been taking two loaves to New York (or wherever) every time I fly back.’ So, it’s a surprising approach, but still very true to what we’ve done in the past.”
Smuggling no more
The new campaign also speaks to a younger audience, who are heading offshore in increasing numbers. We see two young Kiwi travellers with modest suitcases – too small to fit their essential supplies. So they turn to Breadywear: a many-pocketed jacket and a neck pillow that takes two whole loaves. The pair effortlessly stuff 65 slices of Vogel’s each into their outfits and they’re (b)ready to board.
And while Breadywear might appear to be just a bit of fun, like all good jokes, the details have been taken very seriously. No worries about being stopped by biosecurity in Australia – Breadywear is carry-on approved. And it keeps slices fresh in individual pockets – not smushed in a suitcase.
“We’ve always been smuggling it overseas – so why not provide the proper tool to do it and look good while doing it?” says Kate Heatley, lead business partner at DDB Aotearoa.
Heatley and McKechnie agree the campaign carries a hint of rebellion – encouraging Vogel’s lovers to stop hiding their loaves and carry them proudly in plain sight. “Vogel’s is unapologetically Kiwi,” says McKechnie, “and challenging the status quo is quite a New Zealand trait.”
By targeting adventurous youngsters unafraid to stand out, Breadywear is more than just an ad – it’s a brand act, says Heatley.
“Bread’s been in decline for a while, and Vogel’s has an unusual number of loyalists and devotees. So, it felt like the perfect opportunity to try something different.
“We’ve had a strong lineup of great work, and our current campaign is still performing well. The question became, ‘What else can we do to connect with younger consumers?’”
Thinking outside the box and creating fashionwear for bread helps push Vogel’s further into Kiwi culture, McKechnie adds.
Bready, set, gone!
In April, the DDB creative team teamed up with Mango NZ to launch a Breadywear pop-up shop at Auckland Airport. Nestled among fashion boutiques, the shop targeted Kiwi expats who’ve been sneaking Vogel’s out of the country the old-fashioned way.
“We’ve had such positive engagement – especially at the airport with people trying them on,” says Heatley. “It was the younger crowd – they totally got it. At first, a few people were confused. But once the younger people started engaging, it really took off. We gave away 220 loaves, plus the garments – all gone within hours. It was like, ‘Whoa… seriously?’”
“We set up at around 6am because that’s when it’s busiest. We wanted to catch the early trans-Tasman flights,” says McKechnie. “It was a bit of a leap into the unknown, but it went off. By 9am we were thinking, ‘We need more bread!’”
Elizabeth Swan, experiential director at Mango, co-ordinated the execution of the event.
“The airport moment was a powerful way to reach our consumers, in the right environment, on an emotional level and tell the Vogel’s story. Kiwis have been taking Vogel’s away with them for years, so we wanted to celebrate that, not hide it, and the reaction was amazing.
“Mango’s focus was to create a compelling connection between the consumers’ feelings and the brand they know and love, delivering instant impact and memorability.”
The buzz at the airport didn’t come easy – it was the result of thoughtful work, from product development to activation.
“Doing something airside is a whole different world,” says Heatley. “And we were bringing in food when we weren’t flying – there’s a whole secret path to get through.”
She adds: “We also wanted the activation to be bread-centric. The whole setup used around 40 bread crates that we sprayed green to get the look.”
Gucci vibes, Vogel’s strides
According to McKechnie, designing the actual Breadywear garments was more straightforward than orchestrating the airport pop-up – but there were still some practical and technical challenges that kept them on their toes.
“We worked with a designer one of our creatives knew well, so there was a great shorthand there. But then you hit this moment where you’re mashing food safety with fashion – and that definitely throws a few curveballs,” he says.
Heatley adds: “There was also the challenge of how to get a decent amount of bread into the items. I mean, what’s the point of taking just half a dozen slices?
“So, it became, ‘How do we fit two loaves and still make it look stunning and stylish?’
“What the team did was incredible,” she says. “The client was absolutely blown away when they first saw the images.
“Their response was, ‘Oh my goodness, I can’t believe Vogel’s is in that world.’”
McKechnie laughs: “The funny thing is, the red and green stripes of Vogel’s actually lend themselves really well to clothing. There’s a bit of a Gucci vibe to it.”
More than just bread
The creative team highlights the power of taking silliness seriously while staying classy.
“Vogel’s is an iconic brand, so we have to treat it with care,” says Heatley. “This project required a lot of trust, but our client is brave and is up for something bold, so it’s paid off.”
“With a project like this, you can’t do it by halves,” McKechnie adds. “It’s a funny idea, but it has to be top quality to stay true to Vogel’s and for people to really get it.”
And now people do get it, will we see more Breadywear boutiques popping up, like a slice or two of the nation’s favourite twice-toasted loaf?
The team weren’t ready to reveal it when we spoke, but another idea was in the post – via airmail, actually.
‘Toastcards’ are Vogel’s take on the classic postcard. Each one fits a slice of Vogel’s Original Mixed Grain Very Thin within the 10mm international depth limit for standard letters and postcards. So people in Aotearoa can send loved ones abroad a taste of home, one slice at a time.
Another delicious idea takes flight.
We’ll publish the rest of this story in a few weeks. In the meantime, you can read the full version – and the whole of issue 83 – for less than the price of a coffee. Sign up to the digital edition for just $20 for a whole year. That’s just $5 an issue.
