“I was born and bread on this crust forsaken land. I didn’t want to, but someone had to step up to the preservatives. Am I heartless? No. Just hearty. This is what happens when they go against the grain…”

- Dave's Killer Bread journal entry, page 105

This campaign was born from the idea of making healthy food look badass. Who else would stick up to junk food if not a rootin-tootin-gun-slingin piece of bread?