Cobblestone Brand Awareness Campaign
His name is Rolland Bunley, and he takes sandwiches very seriously.
Project Mission
Cobblestone Bread Co. is a baker of specialty, restaurant-style breads, buns, and rolls. Their brand positioning is to turn everyday eating occasions into special food experiences. The assignment was to develop an overarching brand campaign (big idea, messaging, and key visual) that would lead the strategy, drive asset creation, and content development for an audience of both Boomers and Gen Xers.
Concept Designs
Concept 1: ‘Anything But Ordinary’ - based on the idea of stepping beyond the comfort zone and doing something uniquely different by creating a gourmet experience experimenting with unexpected ingredients.
Concept 2: ‘Take Sandwich Making Seriously’ - focused on creating a sandwich critic (a blend of Zach Galifianakis and Will Ferrell) in search of the perfect sandwich, who gives well-meaning, unintentionally absurd critiques by inventing vocabulary and bringing a sense of seriousness and humor.
Concept 3: ‘Taste Something More’ - this idea focused on savoring all what life has to offer, appreciating that things go beyond the norm and become extraordinary in the world of the unassuming sandwich.
Landing Page
Enter the Sandwich Aficionado - a character living in his mom’s basement who has suddenly decided to take it upon himself to critique sandwiches. He tries to give sophisticated foodie critiques, but tends to stumble on his words.
Landing Page
Social Media Posts
Food Network Banner Ads
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