Stonefire Turns Tradition On Its Head With “Together We Naan”
By thenewyorkegotist / /
New brand platform by Zulu Alpha Kilo New York brings traditionally-inspired naan into culture and establishes endless ways to enjoy it.
Traditionally-inspired naan just got a whole lot less traditional. Stonefire®—the brand that introduced naan to millions and America’s #1 flatbread—is unveiling Together We Naan™, a new brand platform that, for the first time, proudly owns its ancient-inspired baking traditions while also inviting people to make naan their own.
Zulu Alpha Kilo New York (Z.A.K. NY) developed the integrated campaign across streaming, social, and digital, with cultural activations to follow this fall. The work taps into the truth that people want the real thing, even if they’re not eating it the traditional way.
In the series of launch films (:45, :30, :15, :06s), that idea is pushed to the absurd, from breakfast wraps and pizza to hummus and naan s’mores, and of course, a victorious knight garnishing naan with the tears of his enemies. The work makes Stonefire® Naan’s versatility endlessly entertaining—proving there’s only one way we make it, but endless ways to enjoy it.
See the work here.
“Stonefire® has always made naan the traditional-inspired way for everyone and anyone to enjoy. So logically we took that idea to the extreme,” said Tim Gordon, Z.A.K. NY Partner and CCO. “With Together We Naan, it’s about our naan tradition meeting yours, regardless if that tradition is garnishing naan with vengeance or baba ghanoush.“
The fully integrated campaign brings creative and media together as one. Developed with Zulumatic, Z.A.K’s in-house media planning & buying arm, the highly targeted media plan will connect with consumers in entertainment-first ways across streaming on Netflix, Amazon Prime and Hulu/Disney, high-impact digital video, cinema, retail media, creator collaborations, paid social/digital, as well as retailer partnerships.
“Zulu Alpha Kilo NY challenged us to embrace what makes our naan exceptional and beloved — baked to our highest standards — and shape it into a modern vision for the brand,” said Angela Mcinenly, Head of Marketing & Brand Development at FGF Brands. “It sets Stonefire up to lead the category with a spirit everyone can take part in for years to come: serious craft, enjoyed with zero seriousness.”
The agency won the business after a competitive pitch in the spring.
Launched in 2008, Z.A.K. has built a reputation as an industry outlier and one of the most respected independent agencies in the world, creating innovative ideas for their clients that include: Booking.com, Harry’s, Campbell’s, Subaru, Bell, Interac, and Destination BC. For three years running, Fast Company has recognized the agency’s work in their World Changing Ideas issue, and in 2024, Z.A.K. made Fast Company’s list of the World’s Most Innovative Companies.
Stonefire Naan “Together We Naan” Credits
Client: Stonefire® / FGF Brands
Senior Vice President, Sales and Marketing, FGF Brands – Debbie Sommer
Head of Marketing & Brand Development, FGF Brands – Angela Mcinenly
Senior Brand Manager – Jodi Jahnke
Assistant Brand Manager – Anna Porter
Assistant Brand Manager – Hailey Nguyen
Agency: Zulu Alpha Kilo NY
CCO & Partner: Tim Gordon
Creative Director/Art Director: Vic Bath
Creative Director/Copywriter: Dan Cummings
Copywriter: Dylan Thompson
Art Director: Carlos Veras
Designer: Jenny Vivar
Head of Strategy: Emily Garvey
Sr. Strategist: Khalied Bashri
Managing Director: Meghan Mullen
Group Account Director: Casey O’Brien
Account Lead: Alex Berube
Creative Workflow Director: Michelle Philpott
Exec. Producer: Temma Shoaf
Media Agency: Zulumatic
Executive Director, Comms Planning & Technology: Sean Bell
Head of Media: Alicia Petralia
Associate Media Director: Shubham
Media Planner: Manav Kapoor
Sr Strategist: Jordan Alperin
Campaign Manager: Tania Perales
Production Company: Drool
Director: Freddie Powell
Executive Producer: Genevieve Sheppard
Director’s Assistant: Tiffany Whitney Chang
Service Company: Steam
Executive Producer: Jill Brennan
Producer: Nick Bechard
Production Manager: Steven Gotez
Production Coordinator: Daniel Baston
1st AD: Dam Pecoraro
DOP: Adam Marsden
Production Designer: Zachary Noftall
Wardrobe Stylist: Ali Yonick
Food Stylist: Carol Dudar
Editorial Company: Arcade Edit
Editor: Ali Mao
Managing Partner/EP: Sila Soyer
Executive Producer: Fanny Cruz
Post Producer: Julie Zivic
Assistant Editor: Grace Novak
Post Production: Untold Studios
Head of Production: Tom Igglesden
Executive Producer: Nathan Hoad
Producer: Elle Lockhart
Production Coordinator: Natalie London
Creative Director: Jimmy Bullard
VFX Supervisor: George Rockliffe
VFX Artists: Andy Wheater, Anton Riabkov, Becanti Wijnbergh, Zafer Ercevik Pete Hughes, Borja Fusté
Color: Royal Muster
Colorist: Gregory Reese
Executive Producer: Thatcher Peterson
Senior Producer: Dan Butler
Music: Walker Music
Managing Director: Sara Matarazzo
Senior Executive Producer: Stephanie Pigott
Senior Producer: Danielle Soury
Business Affairs Manager: Deanna Romine
Sound Design and Mix: Barking Owl
Sound Designer & Mixer: Mikayla Petersen
Sound Designer & Mixer: Stuart Welch
Mix Assistant: Henry Gilchrist
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Managing Director: Carol Dunn
Casting Agency: Sound & Fury
CCO: Carli Silver
Executive Producer: Liz LeFebrve
Business Affairs: Hailstorm
Group Director: Russ Nadler
Director: Keith Marman
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