Loaf has launched a new advertising campaign, 'loaf like you mean it', which aims to position 'loafing' as a desirable pursuit, and to encourage people to take theirs seriously.

The campaign, created by independent creative agency isobel, includes a series of TV ads, featuring a 'loaf off' between two competitive loafers, accompanied by sporting style commentators, bringing the loafing lack of action to life, plus two solo loafing heats.

The campaign also includes a range of static and digital OOH and press ads.

Charlie Marshall, founder and CEO of Loaf, says: “We’re really excited by this new campaign. We’re all about embracing the slower side of life, and in ‘loaf like you mean it’, we feel we’ve taken our ambition to celebrate slower living to a whole new level.”

The integrated campaign goes live on 15th August, and includes TV, cinema, VOD, OOH, digital and social media.