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 quite literally “busted” through the bread aisle with Archimedes, a character who breathed new life and attitude into the category in an unexpected way.