Vogel’s is an iconic brand that transcends the bread aisle. We wanted to remind New Zealand of its unique ‘New Zealandness’.


One of the secrets of New Zealand’s success is our diversity and openness. Every Kiwi, no matter who they are, brings something unique and special to the table; just like Vogel’s. We wanted to celebrate that.

It captured the imagination of the nation, getting 10 million views online and helping convince 50% of New Zealand households to purchase Vogel’s. The campaign now features in the Sociology curriculum at Massey University.