White bread is, well, white bread—a common metaphor for plain. Some parents are concerned that while white bread tastes good, it doesn’t have the nutritious ingredients their children need. So TPN worked with Sara Lee to change all that, by relaunching the brand’s newly reformulated, whole grain white bread. Our goal was to show that our white bread is the perfect balance between great taste and nutrition.
Our “What if parents refused to eat?” television/online video presented parents and children reversing their traditional roles, with the parents acting finicky while children extoll the delicious taste of Sara Lee Whole Grain White. The campaign redefined what white bread could be, and most importantly, spurred measurable increases in both brand affinity and sales.