DDB and Vogel’s Solve the Age-Old Question - ‘How to Achieve the Perfect Piece Of Vogel’s Toast?’

As a “wet baked bread,” Vogel’s is unlike anything else on the bread market, and as all Kiwi know, it comes with some unique challenges.

Because of the denser texture and higher moisture content, most toasters need to put Vogel’s down at least twice to achieve the perfect toast. As a result, Vogel’s gets burned more than most.

To finally begin to address this age old problem, Vogel’s partnered with Market Media, the retail media network for The Warehouse Group, one of New Zealand’s largest retailers, and tested every Living & Co/Kensington toaster in-store and online, to certify the optimal Vogel’s toasting method for each and every model.

Across all 89 Warehouse stores, for a limited time, toasters on shelves will be badged with their bespoke Vogel’s certifications, so no matter which toaster Kiwi take home, they can achieve the perfect Vogel’s slice every single time.

“Is it two times on four, or one time on five, then once two? No one really knows. We all do it differently, and differently every time. Something needed to change. So after some extenisve, painstaking research and testing, we’ve given Kiwi one less thing to worry about, and conveniently made Vogel’s the default toast of choice on thousands of toasters around the country. And there’s more to come,” says Matt Williams, creative director, DDB Group Aotearoa.

“We are delighted to be collaborating with The Warehouse, helping Kiwi toast with precision when they choose a Vogel’s Certified Toaster,” says Jesper Poulsen, head of marketing baking, Goodman Fielder.

The DDB created campaign to support the initiative, ‘Vogel’s Certified Toasters’ is appearing across social, OOH, instore/POS, and radio from July 17th.