Stonefire's breaducation

FCB Chicago's new iteration of Stonefire’s Bread You Gotta Know About campaign, titled Lunch Break, aims to educate Americans on Stonefire’s delicious Naan bread.

The strategy was simple: get shoppers who are tired of bland options to discover Stonefire by demystifying naan and highlighting its fluffy flatbread nature, with the most interesting Lunch Break they could think of, 600 feet in the air.

The spot, directed by Mike Warzin through Arts & Sciences, showcases an array of tasty creations where naan replaces conventional bread, with a diverse cast of Stonefire fans.

Stonefire – Lunch Break

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Agency FCB/Chicago
Production Company Arts & Sciences
Director Mike Warzin

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Credits

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Agency FCB/Chicago
Production Company Arts & Sciences
Director Mike Warzin
DP Alex Disenhof
Managing Partner Marc Marrie
Managing Director/Partner Mal Ward
Head of Production Christa Skotland
Service Company The Salmon/Toronto

Executive Producer Natalia Winardi
Line Producer Erik Wilson
Editorial Whitehouse Post/Chicago
Editor Matthew Wood
Executive Producer Kristin Angeletti
Assistant Editor Toni Alvarez
Producer Kristen MacDonald
VFX The Mill/Chicago

Executive Producer Chris Connolly
Creative Director Matt Pascuzzi
2D Lead Lucia Hill Barroso
Colorist Ashley Woods
Music Production The Elements Music
Sound Design Another Country
Sound Designer/Audio Mixer Peter Erazmus
Managing Director Tim Konn

Executive Audio Producer Louise Rider
Producer Josh Hunnicutt
Chief Creative Officer Andres Ordóñez
Creative Director Christopher Walker
Creative Director Alan Shen
Associate Creative Director Rachel Bottlinger
Executive Producer Thomas Martin
Senior Producer Stacy Sinason

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Jim Gibson, VP of Marketing & Category Development, at Stonefire: “To date, Stonefire has grown by delivering a great bread experience one household at a time; once people try our products, they buy more of them and recommend them in their circles. This new body of work from FCB is designed to pour gasoline on that fire and catalyse mass discovery amongst net-new groups of consumers and households. We are confident that once all these new people learn that Stonefire is delicious, fluffy flatbread, they’ll buy it, love it, and buy it again.”

Andres Ordóñez, Chief Creative Officer, FCB Chicago: “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.”