By Taruka Srivastava, Freelance journalist

August 17, 2022 | 2 min read

UK sofa, bed and furniture brand Loaf is encouraging people to take their loafing seriously in its first major ad campaign.

The campaign, created by independent creative agency Isobel, features the World Loafing Championship where there is a ‘loaf off’ between two competitive couch potatoes. The commentators narrate how one is lazier than the other and praise them for their lack of effort. The film concludes with the tagline: ‘Loaf like you mean it.’

Charlie Marshall, founder and chief executive officer of Loaf, said: “We’re really excited by this new campaign. We’re all about embracing the slower side of life, and in ‘loaf like you mean it,’ we feel we’ve taken our ambition to celebrate slower living to a whole new level.”

Ben Stump, creative director at Isobel, added: “Loaf understands the importance of downtime and the human need to loaf. That’s why they make the squishiest, squashiest sofas so that you can ‘loaf’ at an almost Olympic level.”


Founder and chief executive officer: Charlie Marshall

Head of creative: Meg Mackintosh

Head of marketing: Caroline Stone

Photographic art director: Shirin Arbee

Brand and propositions manager: Lauren Friend


Executive creative director: Rob Fletcher

Creative director: Ben Stump

Creative director: Simon Findlater

Producer: Christine Harding

Senior account director: Gemma Blake

Account manager: Fran Houlding

Managing partner: Jamie Williams

Executive planning director: Steve Hastings

Media agency: Goodstuff

Production company: Isobel Productions + CRXSS

Director: Rob Fletcher and Ben Stump

Producer: Christine Harding and Gemma Blake

Producer: John Cross

Photographer: Kelvin Murray

Editor and post-production: Isobel Productions

Chan Spencer

Sound studio: Jungle

Sound engineer: Stuart Allen-Hynde

Isobel Creative Creative Works

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