Signed, sealed, and toasted

AUCKLAND, Today: DDB Aotearoa and Vogel’s have come up with the perfect gift for homesick Kiwis overseas—introducing Toastcards, a crunchy twist on the classic postcard.

With more New Zealanders heading offshore than ever, one thing they’re clearly missing is Vogel’s—our beloved, bready icon. So, the team created a way to send actual slices of Vogel’s Original Mixed Grain Very Thin to Kiwis abroad, using regular airmail.

Yep, you read that right. Toastcards are designed to fit within the 10mm international mail depth limit—so they’re fully postable, and fully toastable.

Each Toastcard is sealed with a slice of Vogel’s and features real, quirky headlines from back home.

There are four designs, with stories like Te Kuiti’s sheep chaos, the Waiheke sausage drama, Hastings’ gnome burglar, and Hamilton’s serial 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,” DDB’s Creative Director, Freddie Coltart said.

“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!” – Karren Gonzaga

“With this campaign, we found the perfect solution that addressed two important factors: how to comfort the Kiwis who were desperately missing their crunchy slices of Vogel’s in the morning, and making a buzz about the Vogel’s Original Mixed Grain Very Thin favourite.”

Vogel’s Brand Manager Karren Gonzaga says the bread’s not just thin—it’s genius for mailing.

“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!” Gonzaga said.

“We are stoked to deliver a slice of home all across the world, and Vogel’s Original Mixed Grain Very Thin is the perfect way to do it.”

The first batch of Toastcards was sent to lucky Kiwis living in greater London—and yes, they arrived sealed, safe and still very toastable.