Hero™ Bread

With 0 carbs comes 100% confidence. Inspired by this insight, we developed the GTM strategy and launch campaign for Hero™ zero carb bread with the goal of reaching genzennial audiences and avoiding diet category conventions.

CREATOR-LED,
CARB-FREE

At the heart of the campaign was the expressive yet grammatically incorrect rallying cry Carbs No. The tone and thinking behind this phrase sparked a music video with director Blaise Cepis, song lyrics written in-house and produced by Berlin DJ Stella Bossi, a vibrant lookbook and diet defying cast of creators, social channel strategy, and much, much more.