DDB NZ Launches 'BreadyWear' Travel Collection For Vogel's

Record numbers of New Zealanders continue to leave our shores to explore the world, leaving behind one of our natural treasures – Vogel’s bread. While you might legally be able to take this cultural icon across borders, at a hefty 750 grams per loaf, it significantly impacts your baggage allowance.

To help Kiwis travel with more of their beloved bread, Vogel’s and DDB Aotearoa have launched a world-first, travel-wear collection -- BreadyWear.

The tongue-in-cheek BreadyWear campaign leverages a convenient loophole in the airline rulebook. Checked bags and carry-ons? Weighed, scanned and regulated. The clothes on your back? Not so much. As the campaign highlights, “They don’t weigh it if you wear it”.

“With BreadyWear, you’re basically a walking bakery,” DDB’s creative director, Matt Williams, said.

“You wear the bread, and suddenly, you don’t have to sacrifice the ski boots or your Harry Potter hardbacks or pay an extra $78 bucks in penalties. You can take it all.”

Designed by up-and-coming fashion designer Vicki Foggo, the limited edition BreadyWear Collection leads with two signature pieces: The Breaded Jacket, which holds up thirty-two slices of Vogel’s, expertly crafted into a fashionable silhouette; and the Neckloaf, a trendy travel pillow that carries two whole loaves – a total payload of 65 slices.

Each is designed with custom Vogel’s-sized pockets to cradle the precious cargo, bespoke zippers and tags, and breathable outer to make sure both the wearer and the Vogel’s stay fresh.

“The transparent design is both fashionable and functional, allowing the wearer to take their Vogel’s abroad, while unashamedly flaunting the bread in front of jealous passengers,” Vogel’s head of marketing, baking, Jesper Poulsen said.

Consumers were able to look and feel the exclusive Vogel’s BreadyWear collection for themselves at the Auckland International Airport boutique on April 10, nestled among high-end retailers. As well as this consumer-facing element, the campaign has been amplified with OOH, AV, and influencer content, who have shown the collection to their fashion (and bread) loving audiences.