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

FCB Chicago campaign educates consumers who still don’t know about the fluffy flatbread

Published On
Jan 02, 2024
Construction workers eating lunch high up on a skyscraper work site

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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.”


Jan 02, 2024
Client :
Agency :
Chief Creative Officer :
Andres Ordonez
Chief Executive Officer :
Kelly Graves
Chief Strategy Officer :
Mollie Partesotti
SVP Creative Director :
Chris Walker
SVP Creative Director :
Alan Shen
Associate Creative Director :
Rachel Bottlinger
Copywriter :
Nik Szpak
Art Director :
Parker Parillo
SVP Director Strategic Planning :
JP Palmer
Senior Strategic Planner :
Nate Jones
EVP Group Management Director :
Josh Lenze
Account Supervisor :
Shem Krey
Account Executive :
Monica Piccinni
VP Director Project Management :
Emily Heintz
Project Manager :
Jacqueline Beck
VP Executive Producer :
Thomas Martin
Senior Producer :
Stacy Sinason
VP Director Media :
Josh Reeher
SVP Marketing & Category Development :
Jim Gibson
VP Brand Marketing :
Tracy Chin-Sam
Senior Brand Manager :
Paolo Villella
Production :
Arts & Sciences
Director :
Mike Warzin
DP :
Alex Disenhof
Managing Partner :
Marc Marrie
Managing Director/Managing Partner :
Mal Ward
Director of Production :
Christa Skotland
Service Company :
The Salmon
Executive Producer :
Natalia Winardi
Line Producer :
Erik Wilson
Editorial :
Whitehouse Editorial
Editor :
Matthew Wood
Assistant Editor :
Toni Alvarex
Senior Executive Producer :
Kristin Angeletti
Producer :
Kristen MacDonald
The Mill
Executive Producer :
Chris Connolly
Creative Director :
Matt Pascuzzi
2D Lead :
Lucia Hill Barroso
2D Assist :
Tim Crean
2D Assist :
Mo Thavornwatanayong
2D Assist :
Julien Acouturier
2D Assist :
Liz Yang
2D Assist :
Rajesh Kaushik
Daniel Bayona
Colorist :
Ashley Ayarza Woods
Producer :
Lauren Yianilos
Production Assistant :
Emma Eckhoff
Music Production :
The Elements
Composer :
Michael Nocny
Sound Design :
Another Country
Senior Sound Designer/Mixer :
Pete Erazmus
Audio Assistant :
Lucas Hansa
Managing Director :
Tim Konn
Executive Producer :
Louise Rider
Producer :
Josh Hunnicutt

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