The goal of this campaign was to create a more fun and humorous voice to King’s Hawaiian Rolls. The headline “Take a roll down memory lane” is a silly pun, but also highlights the mission statement of the company. Hawaiian rolls are family-friendly snack meant to be enjoyed together and a part of family memories. Hence, the personified images of a bread roll in iconic childhood moments, making a point that King’s Hawaiian Rolls should be with you at these events. A magazine ad was created to be used in Good Housekeeping magazine, and then reformatted to be used as a bus stop poster and a bus wrap.
