Sliced Paper

Agency Network: 
March 2011
HapiHap:  Sliced Paper
HapiHap Direct Ad -  Sliced Paper


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 advertisement 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
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Highest Rated

Lica's picture

cool cool!

Activity Score 30
Copywriter at leo burnett bucharest
Prasad Weerasekara's picture

Like... :) Nice DM work.

Prasad Weerasekara
Activity Score 657
gogel's picture

very cool

Activity Score 74
nerio's picture


Activity Score 166
Web Designer/Developer
Jackbr's picture

Nice, really nice.

Activity Score 1500
Art diretor |


luizcesarfariajr's picture

Simple and functional! Good idea!

Activity Score 9
Art Director at Mullen Lowe Brazil
Lica's picture

cool cool!

Activity Score 30
Copywriter at leo burnett bucharest
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