Stonefire naan’s new commercial begins in an unassuming manner. A series of people tout its many uses in a traditional advertising manner. But wait. There’s a black armoured knight, wielding a knife and “thoughts of vengeance”. That’s not traditional.
The campaign, by Zulu Alpha Kilo New York, makes sure the US notice that its traditionally-inspired naan just got a whole lot less traditional. Stonefire, the brand that introduced naan to millions and America’s #1 flatbread, may own its ancient-inspired baking traditions with pride but it is also inviting people to make naan their own.
The full campaign covers streaming, social, and digital, with cultural activations to follow. The work taps into the truth that people want the real thing even if they’re not eating it the traditional way.
In the series of launch films (:45, :30, :15, :06s), that idea is pushed to the absurd, from breakfast wraps and pizza to hummus and naan s’mores, and of course, a victorious knight garnishing naan with the tears of his enemies.
“Stonefire has always made naan the traditional-inspired way for everyone and anyone to enjoy. So logically we took that idea to the extreme,” stated Tim Gordon, Z.A.K. NY partner and CCO. “With Together We Naan it’s about our naan tradition meeting yours, regardless of if that tradition is garnishing naan with vengeance or baba ghanoush.“
The campaign was developed with Zulumatic, Z.A.K NY’s in-house media planning & buying arm, and will connect with the US in entertainment-first ways across streaming on Netflix, Amazon Prime and Hulu/Disney, high-impact digital video, cinema, retail media, creator collaborations, paid social/digital as well as retailer partnerships.
“Zulu Alpha Kilo NY challenged us to embrace what makes our naan exceptional and beloved, baked to our highest standards, and shape it into a modern vision for the brand,” said Angela Mcinenly, head of marketing & brand development at Stonefire parent, FGF Brands. “It sets Stonefire up to lead the category with a spirit everyone can take part in for years to come: serious craft, enjoyed with zero seriousness.”
The agency won the business after a competitive pitch in the spring.
Credits
Client: FGF Brands [Stonefire]
Senior Vice President, Sales and Marketing, FGF Brands: Debbie Sommer
Head of Marketing & Brand Development, FGF Brands: Angela Mcinenly
Senior Brand Manager: Jodi Jahnke
Assistant Brand Managers: Anna Porter & Hailey Nguyen
Agency: Zulu Alpha Kilo NY
CCO & Partner: Tim Gordon
Creative Director & Art Director: Vic Bath
Creative Director & Copywriter: Dan Cummings
Copywriter: Dylan Thompson
Art Director: Carlos Veras
Designer: Jenny Vivar
Head of Strategy: Emily Garvey
Senior Strategist: Khalied Bashri
Managing Director: Meghan Mullen
Group Account Director: Casey O’Brien
Account Lead: Alex Berube
Creative Workflow Director: Michelle Philpott
Executive Producer: Temma Shoaf
Media Agency: Zulumatic
Production Company: Drool
Director: Freddie Powell
Executive Producer: Genevieve Sheppard
Director’s Assistant: Tiffany Whitney Chang
Service Company: Steam
Executive Producer: Jill Brennan
Producer: Nick Bechard
Production Manager: Steven Gotez
Production Coordinator: Daniel Baston
1st AD: Dam Pecoraro
DOP: Adam Marsden
Editorial Company: Arcade Edit
Editor: Ali Mao
Managing Partner & Executive Producer: Sila Soyer
Executive Producer: Fanny Cruz
Post Producer: Julie Zivic
Assistant Editor: Grace Novak
Post Production: Untold Studios
Head of Production: Tom Igglesden
Executive Producer: Nathan Hoad
Producer: Elle Lockhart
Production Coordinator: Natalie London
Creative Director: Jimmy Bullard
VFX Supervisor: George Rockliffe
Colour: Royal Muster
Colourist: Gregory Reese
Executive Producer: Thatcher Peterson
Senior Producer: Dan Butler
Music: Walker Music
Managing Director: Sara Matarazzo
Senior Executive Producer: Stephanie Pigott
Senior Producer: Danielle Soury
Sound Design & Mix: Barking Owl
Sound Designers & Mixers: Mikayla Petersen & Stuart Welch
Mix Assistant: Henry Gilchrist
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Managing Director: Carol Dunn
Casting Agency: Sound & Fury
