We discovered that every week many Challah breads (the traditional Jewish bread) are taken off the production line for aesthetic reasons only. This fact is unknown to the public. Our idea was that Lurpack loves any bread. All bread. Even rejected bread.We collected rejected breads from major bakeries and curated them into an exhibitionat a leading art gallery. The exhibition celebrated the misshapen, deformed and unsymmetrical Challah breads, raising a discussion about aesthetics and beauty.

Print ads in gallery reviews and guides referred people to the exhibition and to a special twin mini site.

- The three-day-exhibition generated a lot of interest and media coverage with over 250,000 media impressions.

- We gave this premium brand the legitimacy to move from the supermarket shelf to the art gallery.

- We succeeded in strengthening our position as the champion of bread.