Stonefire makes its case for naan bread from 600 feet in the air

FCB Chicago climbs to a construction site 600 feet above the ground in its latest amusing spot for Stonefire naan bread, reminding consumers yet again about the “delicious, fluffy flatbread.”

Naan is a staple in the Middle East, Asia and the Caribbean, but 45% of Americans still don’t know what it is, according to Stonefire. The new spot aims to change that through repetition, as a group of construction workers poke fun at one guy who’s never heard of naan.

The campaign includes TV, online video, social media and digital, with a heavy emphasis on Food Network.

“Stonefire is an amazing brand and dominates the naan bread category,” said Andrés Ordóñez, chief creative officer of FCB Chicago. “But we needed to create a campaign that captures the attention of conventional bread fans and informs them that naan is simply the better option. Creatively, we find that sometimes the best way to get people to remember what you tell them, is to say it over and over and over again.”

“To date, Stonefire has grown by delivering a great bread experience one household at a time; once people try our products, they buy more of them and recommend them in their circles,” said Jim Gibson, VP of marketing and category development at Stonefire. “This new body of work from FCB is designed to pour gasoline on that fire and catalyze mass discovery amongst net-new groups of consumers and households. We are confident that once all these new people learn that Stonefire is delicious, fluffy flatbread, they’ll buy it, love it, and buy it again.”