AUCKLAND, Today: DDB Aotearoa and Vogel’s are riding high after scoring three Wooden Pencils at the 2025 D&AD Awards for their quirky Certified Toasters campaign.
With record-breaking entries from 86 countries, D&AD had a stacked deck this year. But the toast-testing idea stood out as a simple fix to a daily breakfast dilemma.
The team tested a heap of Warehouse toasters using Vogel’s bread, figuring out each model’s perfect settings. Think: down on 4, then again on 1. Genius, right?
Every ‘certified’ toaster got a sticker with its own perfect-toast formula—making it foolproof for anyone who struggles with burnt Vogel’s.
“It’s a huge moment for everyone at DDB Aotearoa—and it wouldn’t have been possible without the amazing support of the team at Goodman Fielder.” – Gary Steele
The idea won across three categories: acquisition + retention, brand partnership, and media collaboration. And yep, it’s part of a bigger creative journey with Vogel’s and Goodman Fielder.
That includes the unforgettable Breadywear fashion drop at Auckland Airport and the global rollout of cheeky Toastcards—because why not mail toast?
Chief Creative Officer Gary Steele said it best, “The D&AD Awards are the toughest awards in the industry to win, so having our Vogel’s campaign stand alongside the world’s biggest brands is an incredible honour.”
He added, “It’s a huge moment for everyone at DDB Aotearoa—and it wouldn’t have been possible without the amazing support of the team at Goodman Fielder.”
DDB Aotearoa’s on a roll this year, also taking home a Grand Prix at Spikes for the same campaign. Next stop? Cannes.
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