On the east coast, it's known as Arnold, in the midwest it's Brownberry, and in the west it's Oroweat. It makes for a confusing brand story, but the team I oversaw simplified it by connecting bread to life's moments--real moments, not the saccharine sweet world typically portrayed in CPG marketing. Additionally, we built their America's Better Sandwich contest around famed chef Tom Colicchio.
- Project Roles
- Art Director, Copywriter, Creative Director
- Bimbo Bakeries
- Copywriting, Creative Direction
- Advertising, Commercials - Video, Products - Digital
- Project Industries
- Packaged Goods