July 16th, 1951

The novel The Catcher in the Rye by J. D. Salinger is first published in the US. It's an epochal novel.

July 16th, 2022

We reproduce literally the title of the novel and thus create the visual for an International brand of rye flour and baking products made from it.

Rye is imported from Germany, Poland, Denmark, Turkey and Spain, brilliantly overcoming the current wheat supply issues.

To promote the product line, we set up a campaign based on virtuous change.
Are we short of wheat? Let's eat rye: "Eat different". Taking from Apple's 1997 campaign, we choose testimonials from the cultural world, specifically those who quoted The Catcher in the Rye or its main character Holden Caulfield in their work.

Stanley Kubrik

Woody Allen

Stephen King

Francesco De Gregori

Murakami Haruki

Alessandro Baricco

Sooner or later, things will settle and global markets will start again behaving as they did in the past, but maybe we'll be able to consolidate the habit of consuming products made with rye flour and the trust in this brand.