Graincraft

Ad campaign development highlighting century-long heritage and passion for flour craftsmanship

Graincraft, America's largest independent miller of commercial flours, approached Whiteboard to develop a compelling advertising campaign that would honor their remarkable 100-year industry heritage. Formed from three distinguished millers, Graincraft needed creative direction that could effectively communicate their deep expertise while connecting with commercial bakers on an emotional level. Whiteboard partnered with Graincraft leadership to develop the "Love at First Sift" campaign concept, exploring the passionate commitment that defines every stage of flour production. The creative team crafted designs and commissioned photography that brought Graincraft's superior products into sharp focus through dramatic contrast and depth. The campaign successfully captured the essence of generational knowledge transfer, emphasizing how shared passion for flour connects farmers, millers, and bakers in an unbroken chain of craftsmanship. This approach transformed technical product promotion into a celebration of the love and dedication that drives quality at every level of flour production.