What better way to show the irresistibility of a product than not to show it at all! The idea behind this integrated campaign is that the product is so good, you can never get your hands (or your eyes) on it. Run as outdoor, radio and TV, these 6 sheet posters used simple but crafted shots, taken at what appears to be, just after the event. Crumbs provided the clue that the thick-sliced was there just moments ago. The campaign helped Brace’s get listings in all major supermarkets and gave them the market advantage they desired over their competitors.