Sunshine Bakeries brings you giant loaves of bread

Sunshine Bakeries Singapore (Sushine) is bringing its limited-edition shokupan gold purple sweet potato bread to fans in a larger-than-life campaign that blends the real and virtual world. 

The campaign saw the brand bringing giant loaves of breads to the heartland and a fake out of home ad. 

The real-life giant loaves aimed to bring the product closer to everyday consumers and to amplify buzz on the ground. The brand engaged key opinion leaders (KOLs) with an exclusive giant shokupan pack, each containing loaves of the actual product. 

Don't miss: Sunshine Bakeries partners with Sangkaya ice cream for promo of new product 

Meanwhile, the FOOH ad saw numerous sweet potatoes explode out from the ground outside of ION Orchard shopping mall and filling the screen. 

After which a loaf of Sunshine shokupan gold purple sweet potato bread erupts from the cascades of sweet potatoes. A text later appears which reads "Spotted in Orchard." Orchard Road was the chosen location for the FOOH as its one of Singapore's most iconic spots and aligns with the premium nature of the shokupan loaf. It also help underscore the quality and luxurious appeal of the product. 

The FOOH video aims to grab attention and etch a memorable message that "the loaf is the real deal" into the minds of viewers. 

Following the FOOH video, several key opinion leaders (KOLs) reposted the content and Sunshine Bakeries launched a two-day contest. 

The contest encourages the public to share the video for a chance to win exclusive prices. According to Sunshine in a statement to MARKETING-INTERACTIVE, the concert created a social media frenzy, with the video going viral across multiple platforms and beyond Singapore borders. 

FOOH videos are all the rage right now, with other brands such as HBO Go, Fenty Beauty and CeraVe each showcasing its products over Singapore's recognised buildings and skylines. 

Most recently, Starbucks released two FOOH ads for its "Shiok-Ah-CCino" campaign. The campaign aimed to introduce the coffee-chain's new menu items including the Yuan Yang coffee and lychee strawberry cream drink amongst food items such as a laksa mac and cheese pie, nonya curry chicken prata pie, nasi lemak egg crepe wrap and more. 

In one FOOH video, the Starbucks outlet located near Marina Bay Sands saw the two new drinks landing on its roof. A character named Merlion Bearista is then seen entering the frame, jumping for joy, and heading into the store. 

In another FOOH video, Merlion Bearista erupts from the Singapore River, holding each of the new drinks in its hand. Merlion Bearista then splashes water into the screen using its tail. 

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