NEW YORK Seiter & Miller this week broke its first work for Arnold Foods: two television spots that promote the bakery's bread in New England.
In one spot, an old-world baker is shown kneading dough on a stone board while Italian opera plays in the background. He smiles as he removes his round loaf of traditional peasant bread from the oven, but not as widely as when he sniffs a pre-sliced piece of Arnold bread. The baker then makes himself a sandwich, which he enjoys as he gazes out at the presumably Italian countryside.
The second spot has a more decidedly American flavor, as a farmer atop a combine harvests wheat. Loaves of Arnold are seen shooting out of the combine, along with the freshly cut wheat. The ads are tagged, "There's a better bread, and its name is Arnold," and both tout the client's whole grain and stone-ground varieties.
The spots are Arnold's first after a five-year-plus absence from the airwaves, said agency partner Dan Cole. The work, which was tested in Providence, R.I., and Hartford, Conn., showcase two aspects of premium bread that are important to the affluent shoppers who buy Arnold products: quality ingredients and a high-end baking process, Cole said.
The ads will roll out nationwide on Jan. 1. Campaign spending is undisclosed.
The New York agency also won ad duties for the client's Natural 10 and Brick Oven breads, as well as rolls, croutons and stuffing mix, in May.
Arnold, a part of George Weston Bakeries, is based in Greenwich, Conn.