Turbo-matic Toast Rack

Kingsmill were to 'piggy back' on the success of the latest Christmas blockbuster, Wallace and Gromit's film 'A Matter of Loaf and Death', and create a range of related items to help promote the brand. To begin with the brief from the agency, GHMC, was fairly loose with the focus being on the main gift of a 'Turbomatic Toast Rack'. This was to be based on the design of the van in the recent film and feature a wind up mechanism so it could be raced across the table at breakfast time. All Stay Sourced had to work from was a hand sized van model, a few rough sketches and several images of the van from the film.

Our Process

Stay Sourced went backwards and forwards with different designs and mechanisms until they created the perfect solution that would be true to the brand and the licence.

The factory then produced a mud mould which allowed the whole project to come to life as the client could now see what the Turbomatic Toast Rack would look like. A number of pre-production samples were created, tweaking each one just slightly to ensure a quality, novel product.

Considerations included; ensuring the van ran smoothly across the table; the rack was the right height so the toast didn't fall out (part of the brief was the rack had to accommodate all bread sizes); and a rigorous testing procedure to ensure it adhered to all legal standards as well as the clients exacting standards.

In addition to the 'Turbomatic Toast Rack' Stay Sourced also produced other gifts for the whole campaign including 'Wallace and Gromit' branded lunch boxes, stationery sets and oven gloves.

What We Delivered

Nominated for BPMA Campaign of the Year.

A website launched to manage the whole redemption scheme which showcased the different gifts and how many vouchers were required for each one. From launch the number of hits the website received was far greater than ever anticipated and led to Stay Sourced producing additional racks to ensure demand was met. The promotion surpassed both the sales and redemption targets set out at the beginning of the project.

"From the moment we presented our initial concepts to the client and Aardman they fell in love with the idea of the Turbo-Matic Toast Rack. After much stress about how we would deliver Stay Sourced were the only company we found who could supply all of the items required on time, on budget and to the high standards required."
Marc Williams, Account Director from GHMC

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