Bread

brand lead

As part of our mission to make money more relatable and universally accessible, we introduced BREAD: a free, limited-edition zine by Cash App that blends financial education with culture. BREAD’s inaugural “Bitcoin Issue" aims to help readers see bitcoin in a new, more inclusive light.

STRATEGY:

Recognizing that topics like bitcoin & financial education can be seen as dry, intimidating, or even exclusionary, we aimed to redefine financial literacy with BREAD, making it far more accessible & enjoyable. BREAD serves as a reminder that Cash App is more than a money app – it’s a platform that has the unique ability to connect people & communities.

RESULTS:

• In collaboration with a Long Island city-based printer, we produced 5,000 limited-edition copies of BREAD on high-quality paper with individual poster inserts. We also developed a digital version of the zine for online readers.

• The zine sold out in less than 20 minutes online and has been auctioned on eBay for over $1,000. We attracted over 300K web visitors globally and made BREAD available for pickup at 50+ retail stores across major cities. Our brick-and-mortar sell-through rate in the first week was close to 70%, far exceeding industry averages. BREAD's estimated social reach was 50.215 million, showcasing its impact and engagement.

We plan to release additional issues covering various financial topics beyond bitcoin, demonstrating our commitment to culture and creativity as core aspects of the Cash App brand.