THE CHALLENGE

Loaf is a natural challenger brand with an entrepreneurial, founder-led culture, and a desire to disrupt the market. But, in comms, before 2022 they had essentially just told their story, with a loafy TOV. They hadn’t truly engaged, focused on the consumer, or created a memorable campaign that was cutting through.

OUR APPROACH

In order to significantly drive awareness and consideration, we set out to create more entertainment in Loaf’s advertising, to connect emotionally, and to take one foot out of the sofa and furniture category.

We also wanted to keep everything that was good about Loaf, to stay true to the brand. So, we embraced the personality and look and feel they’d developed, and the idea of ‘embracing slow’. And we supercharged it all.

By identifying a clear enemy (of ‘fast fashion’), we defined something to kick against creatively, and developed a new positioning that would stand out, demand attention, and provoke a response. Our brand idea, and creative springboard, was to ‘celebrate the importance and art of loafing’

THE CAMPAIGN

Consumers understand the importance of downtime and the human need to loaf. So, by making the squishiest, squashiest sofas going, Loaf help people ‘loaf’ at an almost Olympic level.

This was the thought behind our LOAF LIKE YOU MEAN IT campaign. We changed ‘loafing’ into an aspirational and noble pursuit, and our TV campaign featured people that took loafing to a whole new level, that they ‘loafed off’ against each other, with accompanying sporting commentary.

The campaign also featured OOH, press, digital, social and DM.

We produced all of the work entirely in-house, as isobel Productions, including directingand producing the TV commercials. We also collaborated with loaf’s in-house studio team to bring to life the campaign through their mailers, website and in-store activity.

THE RESULTS

The campaign was a remarkable success. Our target was to increase spontaneous awareness from 38% to 42%, but we smashed that within 2 months, taking it to 50%. The campaign helped to grow ‘brand love’ from 49% to 64%, and ‘first choice brand preference’ from 4% to 15%. And in a challenging retail environment, we helped Loaf beat their annual sales targets.