“Grain of Truth” is set in an era of romance; an era of great optimism, adventure and innovation. The campaign revolves around our brands namesake - Alfred Vogel, depicting him in his youthful heyday. Vogel is a unique pioneer with an unbridled curiosity - a man ahead of his time, a true revolutionary. The campaign follows Vogel as he, whole-heartedly and eagerly, takes his wholegrain bread from Switzerland to share with the rest of the world, arriving in Paris where his tasty bread quickly becomes the much loved toast of the town.