Walking on Sunshine?

Sunshine Bread has launched its brand campaign with a 30-sec TV commercial which is part of an integrated ad campaign.The integrated campaign includes TVC, print, in-store point-of-sale and digital media in an attempt to communicate that consumers can enjoy a positive and active lifestyle with Sunshine’s range of breads.The campaign is set to run until the end of the year.The creative agency behind the execution was Wild Advertising and Marketing, who was appointed without a pitch. The agency was tasked to refreshing the Sunshine brand with a campaign that focused on Sunshine Bread’s superior taste and energetic brand image to consumers in Singapore. PHD handled the media buys.“The opportunity to bring the Sunshine brand to the next level was both exciting and challenging for Wild. Through this campaign, we intend to change consumer perceptions and make Sunshine their bread of choice,” Yeo Ai Ling, executive director, Wild Advertising & Marketing said.