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Our Canada Bread client came to Cundari with a fun challenge: let’s engage a totally new target – young men.

We started with Canada Bread’s insights into young men and sandwiches.  More and more of them were buying their sandwiches at QSRs, thereby taking a bite out of market share.  The goal was to get young men back into their kitchens making sandwiches.

What Canada Bread knows about men and their sandwiches:

  • They BUILD sandwiches.
  • Bread is the base.
  • Meat, cheese, condiments are the finishings.

What we know about Generation Y:

  • Take pride in making things themselves.
  • Fame and social recognition drives behaviour.
  • Want brands to entertain them.

The creative…  DIY Sandwich.  The big push is a video spoof on home reno shows – with a sandwich reno complete with macho guys, chainsaw and a babe.  The pull was a call for great sandwiches through Instagram (the home of sandwich show-offs).  The hub, the site with added inspiration.

DIY UGC

The results: industry average-busting engagement levels (statistically speaking); sandwich beauty shots from the guys; and comments that demonstrate they really got into it…

Nicest consumer comment:

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Screen Shot 2014-02-13 at 4.08.22 PM

Funniest consumer comment:

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Screen Shot 2014-02-13 at 4.08.33 PM

Sign they changed behaviour:

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Screen Shot 2014-02-13 at 4.09.02 PM

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