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This was a pitch for a single piece of work that turned us into brand guardians for the lower carb loaf. Low-carb breads already exist, but often their bland taste profile doesn’t outweigh the benefits. Until now. Hovis had a genuinely tasty product that was healthier than regular bread that they wanted to be loud and proud about – someone just needed to pick the words and set the tone.


Agency: The Story Lab 
Creative: Kirk Flash

Lifestyle photography: Georgia Glynn-Smith 

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