02 Mar 2018
Global Award Shortlist
Georgia Kousoulou of The Only Way is Essex fame has launched the nation’s first – and only – range of sportswear inspired by the humble sliced loaf!
‘Powered By Bread’ is a unique brand of high street active wear designed to remind young women when it comes to doing exercise, bread is the perfect workout partner.
The limited edition collection of leggings and vests uses tongue-in-cheek slogans including ‘I Run on Bread’ and ‘Eat, Sleep, Toast, Tone’ to put bread in the spotlight as a healthy carbohydrate to help fuel an active lifestyle both inside and outside of the gym.
The unusual range is the latest launch from the nation’s bakers who partnered with online athleisure retailer Active In Style to create a wearable message which challenges the anti-carb campaign. It comes as new research reveals young women are unnecessarily ditching carbs from their diets : 59% of women aged 18-34 don’t think bread is a healthy source of carbohydrate and only a fifth (22%) would consider eating bread when they need to up their energy levels before exercising.
Red Consultancy oversaw all elements of the campaign, from initial idea and creation of the sportswear, to photography shoot and media outreach. Several national newspapers and a host of weekly consumer mags have already run the story and Georgia modelling the range has driven social media conversations.