Sliced Paper

Agency Network: 
March 2011

While launching HapiHap toast as the best choice of bread for sandwiches and beyond, we knew that retail environment was the toughest medium either because of fierce competition, prohibitive costs or legal restrictions. So we invented a new context that was naturally connected to the usage of bread; a cost-effective medium that no other brand had used before: the wrapping paper for deli products. The perfect place to meet the core consumers of toast bread. Using a budget that was no competition to the already established bread brands, HapiHap found a way through the supermarket’s cluttered advertising space.
In terms of sales, the numbers show a 30% growth compared to the supermarkets where we didn’t implement the campaign but only had the bread for sale.

Direct advertisment created by Grey, Romania for HapiHap, within the category: Food.

Advertising Agency: Grey, Bucharest, Romania
Creative Director: Claudiu Dobrita
Head of Art: Bob Toma
Head of Copy: Alex Strimbeanu
Producer: Mihai Draghici
Senior Account Director: MIhaela Bourceanu

Comments (6)

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Highest Rated

Lica's picture
Activity Score 30

cool cool!

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

Like... :) Nice DM work.

gogel's picture
Activity Score 74

very cool

nerio's picture
Activity Score 166


Jackbr's picture
Activity Score 1500

Nice, really nice.


luizcesarfariajr's picture
Activity Score 9

Simple and functional! Good idea!

Lica's picture
Activity Score 30

cool cool!