Jason's Sourdough

Fact: Sourdough is seen as a better-for-you but more "posh" alternative to regular bread

Insight: People can be snobby about the bread they eat

The idea behind this campaign was that people who eat sourdough are often perceived as being a bit pretentious and middle-class.

Jason says this isn't a bad thing; you shouldn't be ashamed of liking a particular type of bread, especially when it's better for you than the regular kind. On this one occasion, its ok to be snobby, but only about the bread you eat.

Embrace the "posh" attitude people perceive, and just enjoy your bread.

The visuals lean into the perceptions that Jason's sourdough would be seen as "posh" and places it in  those environments and scenarios that may be perceived as such.