AUCKLAND, Today: More Kiwis are heading off overseas, but there’s one thing they’re sad to leave behind—Vogel’s bread. At 750g a loaf, it’s not exactly baggage-friendly for the average traveller.
To help solve the problem, Vogel’s and DDB Aotearoa have launched BreadyWear—a playful travel-wear collection designed to sneak bread across borders by sidestepping strict airline weight rules.
The campaign leans into a cheeky loophole: checked and carry-on bags are weighed, scanned, and restricted. But the clothes you’re wearing? Not subject to the same rules or regulations.
As the campaign puts it, “They don’t weigh it if you wear it.” And that’s where BreadyWear comes in—stylish apparel designed to carry slices of Vogel’s wherever you go.
“With BreadyWear, you’re basically a walking bakery,” said DDB’s Creative Director, Matt Williams. “You wear the bread, and suddenly, you don’t have to sacrifice the ski boots, or your Harry Potter hardbacks, or pay an extra $78 bucks in penalties. You can take it all.”
“You wear the bread, and suddenly, you don’t have to sacrifice the ski boots, or your Harry Potter hardbacks, or pay an extra $78 bucks in penalties. You can take it all.” – Matt Williams
Designed by up-and-coming fashion designer Vicki Foggo, the range leads with two standout pieces: The Breaded Jacket and The Neckloaf, each blending fashion with function in unexpected ways.
The Breaded Jacket holds up to 32 slices of Vogel’s in custom pockets. Meanwhile, the Neckloaf—a travel pillow with attitude—carries two whole loaves, totalling 65 slices.
Both pieces are made with breathable fabric, bespoke Vogel’s-sized pockets, and custom zippers—keeping both the traveller and the bread as fresh as possible throughout the journey.
“The transparent design is both fashionable and functional, allowing the wearer to take their Vogel’s abroad, while unashamedly flaunting the bread in front of jealous passengers,” said Vogel’s Head of Marketing, Baking, Jesper Poulsen.
Travellers got to see the limited-edition range in real life at Auckland International Airport on April 10, in a boutique surrounded by top-tier fashion retailers.
To spread the word, the campaign rolled out across OOH, AV, and social, with influencers showing off BreadyWear to their style-loving, carb-worshipping communities.
Client credits:
Francis Coulter – CMO, Head of Retail Marketing and Portfolio
Jesper Poulsen – Head of Marketing, Baking
Karren Gonzaga – Brand Manager, Vogel’s
Agency credits: DDB Group Aotearoa
Production Company:
Taylor Pritchard – Videographer & Photographer
DDB Group Aotearoa
Media Agency: MBM New Zealand
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