The National Bread

Creative idea

Private labels have made the battle for retailers' shelf space ruthless, so big regional FMCG brands like Argeta must build strong relationships with retailers. To do so, Argeta invited Mercator to create a product to fight the region's biodiversity challenges. The brands baked 'The Local Bread'—a bread crafted from local grains, milled in local mills, and baked in local bakeries. Argeta and Mercator then partnered with National Gene Banks to safeguard these local seeds in the Svalbard Global Seed Vault. That's how the two brands ensured that 'The Local Bread' would remain available forever, even if local grains become extinct.

Brand name: Argeta
Advertiser / client: Atlantic Grupa
Product / service: Argeta pate
Campaign name: The National Bread
Agency network: TBWA WORLDWIDE
Agency: Luna \TBWA, Ljubljana
Media agency: Media Publikum
Production company: Kinomotel, Black Lime, CNJ digital
Web address: https://slovenskikruh.argeta.com/, https://srpskihleb.argeta.com/, https://domacihljeb.argeta.com/
Executive creative director: Janez Rakušček
Creative director: Jan Omahen
Art director: Jure Sotler
Copywriter: Blaž Žnidarec
Designer: Matic Povše, Pia Požek
Account director (agency): Mojca Praznik Matič
Client account director: Simona Koren