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Anyone who’s ever been a kid—or knows someone who was—understands the urge to cut the crust off their bread. That little bite of youthful memory is the driving force behind a new campaign for IronKids’ new crustless bread.
According to re search commissioned by IronKids parent Sara Lee Corp., nearly 40 percent of kids do not like to eat bread crusts. So the new-product news is so huge, a spokeskid spreads the word with a giant megaphone in two TV spots that break Wednesday from Publicis in Mid America, Dallas.
The spots begin with the kid— dwarfed by the skyscraper-sized megaphone—blaring out news of IronKids Crustless Bread as other kids and a mother listen in awe.
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