Ad from Yesterday’s Bread

Creative idea

Freshness is the most obvious and overused claim in the bread category. So instead of saying it, Silpo decided to prove it. Silpo never sells yesterday’s bread, so we took unsold loaves and brewed them into kvass, a traditional Slavic drink made from bread. Canned and placed in the bakery section, “Kvass from Yesterday’s Bread” became a product that was also an ad — showing customers that Silpo doesn’t put yesterday's bread on the shelf.

Brand name: Silpo
Advertiser / client: LLC 'SILPO-FOOD'
Product / service: Retail
Campaign name: Ad from Yesterday’s Bread
Agency network: INDEPENDENT AGENCY
Agency: Banda agency, Kyiv
Web address: https://silpo.ua/
Creative director: Artem Karelin
Art director: Oleksii Prylipka
Copywriter: Alesia Bondar
Designer: Maksym Mazihula
Account director (agency): Yevheniia Dvoretska, Anna Sukhomlinova (PM)
Additional company: CMO (client): Kateryna Ohuriaieva, Head of Brand Communications (client): Yuliia Zabrovska, Project manager (client): Marharyta Khomenko