Title	TOAST ALE
Brand	FEEDBACK.ORG
Product/Service	ALCOHOLIC BEVERAGE
Category	E02. Drinks
Entrant	PUBLICIS LONDON, UNITED KINGDOM
Idea Creation	PUBLICIS LONDON, UNITED KINGDOM
Media Placement	PUBLICIS LONDON, UNITED KINGDOM
PR	PUBLICIS LONDON, UNITED KINGDOM
Production	PUBLICIS LONDON, UNITED KINGDOM

Name	Company	Position
Ben Smith	Publicis London	Copywriter
Dan Kennard	Publicis London	Art Director
Andy Breese	Publicis London	Head of Art & Design
Daniela Deichsel	Publicis London	Designer
Mark Wesley	Publicis London	Photographer
Greg Collier	Publicis London	Producer

The Campaign

Our idea was to bring out the unique ingredient that makes the ale: bread. We named it ‘Toast’ to both recall how it is made, and how friends often make a toast when drinking together. We then created a design that was equally distinctive. It features breadcrumbs falling down the label and gathering at the base. As a finishing touch, we placed a decorative yellow bread tag around the neck – the same thing that seals most loaves of bread in the UK.

Creative Execution

The bottle’s execution is simple and distinctive. The label features falling bread crumbs, rendered in a graphic style, which gather at the base, along with simple and bold typography. The label is made of cartridge paper, which adds texture and a premium feel. Bread tags are commonly used to seal the end of the bag that fresh bread comes in. By adding a bread tag to the neck of Toast Ale, we could give it stand-out in comparison to other beers on shelf, while also recalling the main ingredient and adding a touch of wit to the design. Bread tags carry the best before date of bread, so ours carries the best before date of the ale.

Indication of how successful the outcome was in the market

Every batch of Toast Ale produced in 2016 has sold out. The design featured on the Channel 4 TV Series Jamie and Jimmie’s Friday Night Feast, and in articles for UK newspapers The Guardian, The Telegraph, Evening Standard, Independent, Vice Magazine and many other blogs and publications. The product also made TV news in the USA and Australia. Enquiries to expand the brand have come from the USA, Peru, Iceland, Italy, Switzerland, Czech republic, Ecuador, South Africa and Australia and dozens of breweries have enquired about collaborating. Celebrity fans and endorsers include chefs Hugh Fernley Whittingstall and Thomasina Myers. Due to its success, the recipe has now been open-sourced so that anyone in the world can make Toast Ale and reduce food waste. Beavertown, one of the UK’s most popular craft beer brands, is now working to launch a version of Toast Ale that comes in a can instead of

We wanted to appeal to anyone who enjoys real ale or has an interest in sustainability – encouraging them to purchase Toast Ale directly from its own website, from selected bars or from specialist retailers. However, because of the limited financial resources of the charity, the bottle design needed to be distinctive enough to tell the story of the brand without relying on any additional advertising. In fact the strategy was to create something bold enough to be picked up by the press and other media channels – hence our choice of design elements.