The Ask: Nature's Own was looking for a fresh take on the back-to-school season. They knew they wanted to move beyond the traditional "bread-on-a-shelf" campaign and do something unexpected.
The Idea: We decided to bypass the digital noise and out-of-home clutter to give students a physical piece of encouragement before the new year.
The Work: It started with a dumb line: “I’d never use a #2 pencil because I never lose.” It took off from there. We created a custom 4-pack of standard #2 pencils, restamped and rebranded as "#1 pencils." Because, well... we never lose.
Copywriter: Ethan Rios
Art director: Michelle Sensale
Producer: Jenny Wolk
Creative director: Terence Reynolds
& Ron Henderson
Directed & edited by: Justin Wilson
The Ask: How do we even begin to describe the bread and butter of our... bread? It’s not just another sliced loaf; it’s Perfectly Crafted.
The Idea: My dad loved a good sandwich. The type that’s piled so high it starts fighting gravity (and requires so many ingredients my mom looked like she wanted to fight him after making it). Growing up, his famous “little sandwiches” were anything but.
The Work: A "slice-of-life" broadcast spot (ha, get it?) featuring a dad who proudly defends his "little snack" to his family.
Copywriter: Ethan Rios
Art director: Michelle Sensale
Producer: Jenny Wolk
Creative director: Terence Reynolds
Directed by: Chad Ostrom
Edited by: The Republic Editorial
The Ask: After Nature’s Own made a surprise appearance in the background of Billie Eilish’s “LUNCH” music video, we knew we had to capitalize on the moment.
The Idea: Welcome Billie to the "Lunch Club." We wanted to toast to our mutual fandom and highlight the only proper way to eat a PB&J: the Billie way.
The Work: A custom hat and tee designed exclusively for the artist. By giving her lyrics a cheeky twist, we turned an accidental background placement into a full-blown (unofficial) partnership.
