When carbs became the scapegoat of every new diet trend, the Grain Foods Foundation turned to us for help changing the narrative. Our mission: remind people that grains—and the carbohydrates they provide—are essential fuel for everyday energy. We brought the message to life using a simple, familiar symbol: the bread twist tie. Each print ad told a different story of someone powered by grains—whether it was crossing a finish line or powering through the afternoon slump. No dense copy. No complicated visuals. Just a smart, striking reminder that carbs aren’t the enemy—they’re essential energy. 

Ask me about my favorite carbs. (And please don’t tell the client that I’m mostly grain-free these days…)