Advertising vets like Bernie DiMeo of DiMeo & Co./Chicago have seen a lot over time, and even DiMeo tells us things are pretty bad now in the ad business. But thankfully, DiMeo still has Turano Baking Co. as a client, and his agency has just completed a fun outdoor and radio campaign for the nearly 50-year-old local bread company.
The tagline is "Chicago's bread," and on new billboards now going up, we see loaves of bread that have cleverly been inserted into familiar iconic settings around the city. In one ad, a loaf of bread has taken the shape of the Bean sculpture in Millennium Park, while in another, loaves of bread have replaced the columns surrounding Soldier Field.
Radio spots stress how much a part of the Chicago landscape Turano has become while turning out fresh bread every day for almost half a century. Simple, fun, believable advertising.