“Somehow we ended up turning ‘making bread’ into actual bread,” Ann Michael says of teaming up with her husband for their “Breaderment” campaign
NEED TO KNOW
- Ann Michael Maye and Drake Maye star in Betterment’s “Breaderment” campaign blending baking and football
- The campaign features a limited-edition cinnamon spiral loaf created with Boston’s Flour Bakery
- Free loaves will be available at select locations from Oct. 2 to Oct. 8
Baker Ann Michael Maye is perfecting the spiral as she and her husband, NFL star Drake Maye, team up for a campaign about turning the idea of “making bread” into actual bread.
The content creator, 23, and the Patriots quarterback, 24, are the stars of the “Breaderment” ad, a new national Betterment campaign that plays on the couple’s life on and off the field while encouraging better financial health at home.
“While Betterment was automatically diversifying and rebalancing our portfolios, I was fixing Drake’s spiral. It was all over the place,” Ann Michael says while the two prepare a spiral cinnamon loaf in the kitchen in PEOPLE’s exclusive first look at the cheeky commercial.
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“It looks pretty good to me,” Drake responds while holding their uncooked loaf, before Ann Michael quips, “It could be tighter.”
“I love bread,” the football player adds at the end of the spot.
Sharing why the couple wanted to collaborate on the new ad, Ann Michael tells PEOPLE, “When Betterment came to us with the idea for the ‘Breaderment’ campaign, I thought it was the perfect way to bring Drake and me together for something we both enjoy.”
“I love baking, he loves football, and somehow we ended up turning ‘making bread’ into actual bread. It felt like a really fun way to bring both of us into the idea,” she continues.
To celebrate the playful ad’s debut, Ann Michael has teamed up with Boston favorite Flour Bakery to create the limited-edition cinnamon spiral loaf seen in the commercial — something that just made sense for the baking influencer.
“I mean, if we’re going to make bread, we might as well actually make bread,” she says. “Getting to work with Flour to bring the perfect spiral [loaf] to life has been so cool.”
According to Flour co-founder Joanne Chang, the loaf “is a soft, buttery cinnamon bread inspired by Drake’s signature football spiral.”
“We wanted the spiral to be part of the bread itself, so when you slice into it, you really see it,” she adds, sharing that “it was a fun challenge to figure out how to make the shape work while still creating a bread that we’d be proud to serve at Flour. At the end of the day, it had to taste just as good as it looked.”
The bakery will also be giving out the loaves for free at select locations from Oct. 2 to Oct. 8. To get their hands on one, customers just need to say “Breaderment” at the register.
“I love that something that started as this fun idea is becoming an actual loaf that people in Boston can try for free,” Ann Michael says while Chang adds that free loaves were an “opportunity to create something that people could experience together.”
In addition to the campaign, PEOPLE has an exclusive look behind the scenes as Ann Michael and Chang work to create the perfect spiral loaf.
“Wow, look at that spiral,” Chang gleefully says after the two land the bake, before Ann Michael jokes, “The Mayes only serve tight spirals.”
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