Julia Bakery: How to Sell Your Mom's Rurki

Mike Mielcarz and some of his colleagues at agency Red Tettemer in Philadelphia recently did a copy-clever side project for what Mielcarz claims is the city's only authentic Polish bakery. Not only that, it's owned by his mother. T

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Mike Mielcarz and some of his colleagues at agency Red Tettemer in Philadelphia recently did a copy-clever side project for what Mielcarz claims is the city's only authentic Polish bakery. Not only that, it's owned by his mother. Talk about bonding with your client. "My mother was born in Poland, as was I, and we came here in 1986," he explains. "She's always baked delicious cakes, pies, tarts and pastries that are very authentic and Polish. Nobody else on the East Coast makes rurki, she's the only one. They taste just like the ones in Poland." That's great, Mike. What the hell's a rurki? It's the plural of rurka, and otherwise he claims it's untranslatable. It's kinda like a cannoli but don't be callin' it a Polish cannoli. As for the art angle of the ads, "the wooden, weathered sign represents the authenticity of my mother's pastries — traditional Polish recipes with her touch added to them."
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About

Credits
Date
Jul 01, 2004
Client:
Julia Bakery
Associate Art Director:
Randy Rogers
Copywriter:
Justin Ebert
CD/Art Director:
Mike Mielcarz
Photographer:
Steve Belkowitz
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