One of the biggest grocery retailers in Russia “Pyaterochka” briefed us
to promote their bread being freshly baked inside each store in the country.

We challenged the brief and found there was an unnecessary guilt around eating pastry and bread among the shoppers.
So, we proposed to end it and produced a campaign to raise the “Hlebido”!

Sergey Shnurov (the leader of “Leningrad” rock band) and Zoya together explored the psychology around eating habits in a witty music video that launched the campaign.

The positive reception of the campaign resulted in high awareness of fresh bread being sold in Pyaterochka.
The original music video and the song have become a huge success.
Millions of views and playbacks on different music platforms.

I enjoy the fact that a routine brief turned into a catchy music video that remains relevant until this day!

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