Services
Client
Year
Challenge
January is traditionally the month of "no." It’s the season of new year, new you - a time dominated by restrictive diet culture, punishing resolutions, and the demonisation of comfort foods.
For a bread brand, this is the most dangerous time of year. Consumers are conditioned to cut carbs, view bread as the enemy, and associate eating with guilt. HeyLO! faced the challenge of remaining relevant and desirable during a month when their core product category is typically the first thing people remove from their shopping baskets.
The Goal
We wanted to completely flip the script on the January narrative
Instead of joining the chorus of restriction, our goal was to launch “30 Days of Yes.” We aimed to position HeyLO! not as a “diet” compromise, but as a premium, fuel forward choice. The objective was to drive brand affinity and sales by proving that you don’t have to sacrifice the foods you love to hit your health goals. We wanted consumers to feel empowered, not deprived, and to see low-carb bread as a tool for fueling their daily wins.
The impact
The campaign successfully disrupted the "january reset" market, differentiating HeyLO! from competitors who were still playing the restriction game.
Brand sentiment: We shifted the conversation from “dieting” to “Food Freedom,” seeing a spike in positive sentiment from consumers who felt relieved to see a brand validating their love for bread.
Engagement: The “Big Bread Energy” concept resonated deeply, driving high engagement rates across social platforms as users shared their own “yes” moments and meal swaps.
Growth: The campaign contributed to HeyLO!’s strong momentum, from CPC and CPA benchmark targets being reached. We positioned HeyLO! as the bread for winners, not just dieters.
The approach
We developed "Big Bread Energy," a high octane creative campaign centered on the "30 Days of Yes" philosophy. Leveraging the brand’s core beliefs of positive language and "no food shame," we turned the act of eating bread into a status symbol.
Reframed the narrative: We ditched the apologetic language often found in the “free from” aisle. Instead of talking about what was missing (low carbs), we focused on what was gained: energy, satisfaction, and the swagger that comes from eating what you want while staying on track.
Visual identity: We utilised bold, vibrant visuals that celebrated the product. The creative featured “Big Bread Energy” moments eating a fully loaded sandwich before a workout or enjoying toast as a power breakfast positioning carbs as the ultimate fuel for success.
30 Days of Yes activation: Throughout January, we countered every “new year, new you” cliché with a “yes.” When the world said “cut back,” we said “stack it high.” We created social content and digital assets that encouraged our community to say “yes” to flavour, “yes” to fuel, and “yes” to feeling good, using the hashtag #BigBreadEnergy to curate user generated content of confident eating.
