Flowers Foods Stages Battle of Marching Bands

ATLANTA Flowers Foods said it would launch a new TV effort during local broadcasts of the Super Bowl.

A 60-second spot was created by the Thomasville, Ga., bakery’s longtime ad agency, independent Atlanta shop Match. The commercial will air on the local Fox affiliate in Thomasville during the game. Four 30-second versions of the spot will air on the local affiliate during the pre-game show.

The ads feature actual rival high school marching bands that battle over which bread is better, white or wheat. At the end of the spot, the two bands come together to promote Flowers’ WhiteWheat bread, which combines the taste of white bread with the nutrition of wheat bread.

“Flowers is a big supporter of its hometown, so when we proposed the battle of the bands concept, it was a natural decision to use their award-winning local talent,” said B.A. Albert, CEO of Match. “We were impressed by the level of talent and professionalism the students showed during the entire process.”

The ads were choreographed by Don Roberts, an Atlanta native whose credits include choreography for the movie Drumline. The shoot was accomplished on the football field of Thomas County Central High School and involved more than 300 students. Flowers donated $5,000 to each band’s booster club in exchange for its participation.

After the Super Bowl debut, the ads will be placed in 13 markets throughout the Southeast, including Georgia, Florida, Louisiana and South Carolina.

Flowers Foods, through its subsidiary Flowers Bakeries, produces bread under the labels Nature’s Own, Cobblestone Mill, BlueBird, Bunny, Butter Krust and Sunbeam.