Nature’s Own is said to be America’s best selling brand of bread. But while they don’t really advertise in their existing markets, they did hire Scout, an Atlanta based agency, to help them introduce their product in new markets…and their design has consumers chirping. The billboard simply features a loaf of bread and a line announcing that the product is now available in that area. But what is really getting the attention is the extensions…3 foot birds sitting atop the loaf, aimed at accentuating that Nature’s Own brand is nature’s baker.
Apparently, people are wanting to know where the birds came from and how they can get one of their own! The billboard campaign has been used in several markets, including Pittsburgh, Philadelphia, Kansas City, Toledo and Cleveland. Nature’s Own Vice President of Marketing for breads and rolls, Keith Aldridge, says the whimsy of the bird extensions on the billboards are perfect for the brand and this campaign allowed them to “build brand awareness quickly in each new market and create excitement and buzz for the brand.”
Scout’s Creative Director, Kerry Hadaway says, “Billboards may seem like an old medium, but brands are getting a lot of attention with great outdoor. We wanted to up the level of what Nature’s Own expected from an out of home campaign.”