Vogel’s bread is making news headlines with the country’s national treasure, Vogel’s bread. DDB Aotearoa is sending slices of Vogel’s bread inside postcards that deliver real pieces of recent news from Aotearoa on the front and back. At the same time, the brand is delivering comfort to homesick Kiwis across the globe.

Toastcards, the mad take on a classic postcard, are designed to house a piece of Vogel’s Original Mixed Grain Very Thin perfectly inside it, within the 10mm international depth limit for standard letters and postcards. Vogel’s slices can be sent to Kiwis abroad through standard airmail.

Each piece of Vogel’s Original Mixed Grain Very Thin is sealed within its Toastcard, and in its initial run, was delivered to Kiwis within the greater London area.

Four Toastcards feature uniquely Kiwi imagery created by the DDB Aotearoa team, their real news including including Te Kuiti’s Running of the Sheep mishap, the ongoing Waiheke Sausage saga, the infamous gnome burglar from Hastings, and an update on the Hamilton undie thief.

“New Zealand is a special place — nowhere else will you find a front-page news story about a man losing his swipey, or too much Chumbawumba — the kind of stories you can only find here, like our favourite bread,” stated DDB creative director, Freddie Coltart.

“At just 7mm thick we can send Kiwis their favourite toast in the standard mail system, without having to go to the expense of sending a special package – pretty sure no one’s done that!” added Vogel’s brand manager, Karren Gonzaga.