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Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread fed to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The “Don’t Be Bland” campaign leveraged a playful and unexpected tone to change consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread “busted” through the bread aisle with Archimedes, a character who breathed new life and attitude into the category in an unexpected way. We built off the brand’s inherent quirkiness and exploited the possibilities of the name.

We created animated spots that literally gave a voice to the Archimedes character and his passion for discovery.