Trust the Crust


Geographically positioned OOH match the different, regional old wives' tales. 

We'll double down on the crusts' power to protect against cancer, by releasing a limited edition charity loaf that gives fifty percent of profit to Cancer Research. 

To reinforce the health benefits of the crust, 

we made a chat-bot for hypochondriacs




From generation to generation, mothers have used old wives' tales to convince their kids to eat their crusts. 
1.2 billion edible bread crusts are binned each year, with one in five consumers turning their noses up at the leftover ends of loaves. 

Estelle Carrington & Peter Heath

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