Breaking Bread

Google Cloud tasked MUCH Agency to create a direct mailer campaign targeting 500 greenfield accounts. The objective was to deliver a compelling door-opener showcasing that, despite Google Cloud’s global reach, their reps are right down the street in your neighborhood.

Beginning with 11 target regions in the United States and 83 points of contact, the campaign highlighted Google Cloud’s San Francisco roots paired with local influence while offering the ability to scale globally.

The campaign, “Breaking Bread,” centers around sharing a meal that can foster meaningful connections and relationships.

MUCH Agency designed a box reminiscent of a kitchen cabinet, something you’d reach into for supplies to share with neighbors and friends, and referential to Google Cloud’s on-campus micro kitchens. Contents were curated using businesses local to San Francisco—San Francisco Salt Co. and Amphora Olive Oil. Each region of focus received a unique olive oil blend with flavor notes speaking to its culinary and/or cultural scene. Citrus-y Persian Lime for Boise, the City of Trees, Chipotle for Phoenix’s Spanish influence, and Harissa’s orange hue celebrating the citrus groves of Orange County. Complimenting the oil and salt is timeless serving ware: a subtly branded breadboard, wooden salt storage box, and dipping bowls. Hand-illustrated cards highlight a call-to-action To Do List, flavor profile hang tag, and contact card for each recipient’s Sales Representative.