The document outlines 5 ideas from the Croutons team for their bread challenge. Idea 1 proposes dehydrating and framing celebrity bread slices to auction for famine relief. Idea 2 uses bread crumbs in marketing to raise awareness for orphan foster programs. Idea 3 exhibits bread sculptures for sale to fund education. Idea 4 opens bread stalls to collect citizen views on government for election campaigns. Idea 5 organizes children's games involving bread to promote fun.

1. 3rd Assignment
Team: Croutons
Sarita Kumari, Rakesh Kumar, Ana Curo
Fereshte Saidipour, Rui Estrela

2. Challenge:
• Look at bread in a new way
• Create as much value as possible with one loaf of
bread
• Measure the value in anyway you want

3. Idea # 1– Use the generated value to fight famine
How much can a slice of
bread cost ?
Probably, not more than a
dime (10 cent)!

4. Idea # 1– Use the generated value to fight famine
What if a Hollywood
celebrity give us a slice of
her bread ?

5. Idea # 1– Use the generated value to fight famine
Manufacturing process:
Dehydration; Varnishing; Framing
A slice of bread becomes a souvenir…

6. Idea # 1– Use the generated value to fight famine
The money raised would go to
help to fight hunger in the
world !

7. Idea # 1– Use the generated value to fight famine
In an auction sell how much
could be the price for a slice of
bread from Angelina Jolie ?
$100 !
$500 !
$1000 !

8. Idea # 1– Use the generated value to fight famine
Generated value :
Tangible: $0.1 to $1000
Non Tangible:
10 000 slices of bread =
at least 2 500 smiles!

9. Idea # 1– Use the generated value to fight famine
Who’s next ?

10. Idea # 2– Use the value to communicate a
marketing idea
What does bread symbolize to people?
Food Safety
Necessity
Home

11. Idea # 2– Use the value to communicate a
marketing idea
What if we connect one of the symbols to a
marketing idea ?
 To emphasize a key message
 To create awareness about
a social issue

12. Idea # 2– Use the value to communicate a
marketing idea
• Goal of the campaign: Create awareness about orphan
children and importance of increasing the number of foster
families
• Key message: “Finding the way home”
• Key visual: Bread crumbs
leading to a house,
showing the path to home

13. Idea # 2– Use the value to communicate a
marketing idea
Marketing activities:
ATL activities (short TV ad, posters placed at frequent places in
the city with the key tagline)
Guerrila marketing (trails of bread crumbs in frequent places
leading to billboard poster or an info stand where they could find out
more about foster family program)
Social media activites (FB page, TW channel, YT channel, an
interactive application where users would follow the bread crumbs trail to get to
different houses, collect candy on the way and gain points, with every share
sponsors could donate a dollar to the cause)
 …

14. Idea # 2– Use the value to communicate a
marketing idea

15. Idea #3–
Use the Value to raise funds for Uneducated Kids

16. Idea #3
Education Is a Human Rights
Every Kid Has a Right to Go to School

17. Idea #3 Everybody Invited
A Great Exhibition of Bread Sculptures

18. Idea #3
Buying One Sculpture,
One Kid Can Go to School.

19. Idea #3
Buying Two Sculptures,
Two Kids can go to School.

20. Idea #3
Buying Three Sculptures,
Three Kids can go to School.

21. Idea #3
And Now, Think if You Buy all
Sculptures What Will Happen?

22. Idea # 4 – Using bread for things like campaigns
During election campaigns
many organizations like
news channels, try to
find expectations of
citizens from the
government

23. Idea # 4 – Using bread for things like campaigns
 we can open
bread stalls on
busy
streets to find
out the view of
citizens about
government

24. Idea # 4 – Using bread for things like campaigns
We will ask them
to write about the
changes they
want from the
government

25. Idea # 4 – Using bread for things like campaigns
 we will provide
them with
something edible so
that they can eat it
as well but before
that we will take
picture of that

26. Idea # 4 – Using bread for things like campaigns
 if we are working as an
organization such as a
news company, then at
the end of the day ,we
can use different
images to make a
poster and use that for
awareness among
government and
citizens

27. Idea # 5 – Fun games for children
 we can organize
some games for
children involving
bread
 we will make a rule
where we will hang
some bread with a
thread in ground
and the first top ten
to get the bread
with their mouth
while their hands
are tied will be
winners

28. Idea # 5 – Fun games for children
 of course that
bread will be edible,
as well as attractive
prizes so that they
can enjoy to their
heart content

29. Idea # 5 – Fun games for children
Well I think this
will be fun to
watch and
maybe some
day these type
of thing get
famous