DraftFCB | 2008 Agency of the Year

Two Hands :: If it's made by hand it's made by Two Hands

Why Change?

Artisan bakery bought bread is increasingly becoming the bread of choice for many New Zealanders. We needed to create a new, premium sliced bread category for Two Hands, a new high end extension of the George Western bread line. Our aim was to get foodies to buy Two Hands bread from the supermarket, instead of going to their local bakery to buy fresh bread.

What Changed?

We partnered with small artisan food producers and matched their products with one of the three variants of Two Hands bread. We created a website where people could locate artisan food producers in their area and then match products to their chosen bread. These partnerships allowed us to borrow artisan credentials by championing the incredible cheese, salami, ham, pickle, chutney, jam, honey and the like made by New Zealand craft producers – the cottage industries and enthusiastic amateurs who produce incredible, authentic, artisanal food.