Betterment Breaderment.

Betterment makes you bread. Ann Michael Maye bakes it.

In year two of The Betterment Effect, Betterment wanted to reach more would-be investors by showing what you can do while Betterment handles the investing. The insight was a pun we couldn’t pass up: if Betterment is busy making your bread, you’ve got time to bake some.

BREADerment brought back Patriots QB Drake Maye, this time with his wife, baker and creator Ann Michael Maye. The national spot shows the two of them spending the offseason baking. They turn Drake’s “Perfect Spiral” into a cinnamon swirl loaf. Then we made it real: Ann Michael shared the recipe on social, and Betterment teamed up with Boston’s Flour Bakery and co-founder Joanne Chang to give away free Perfect Spiral loaves at 11 locations from October 2 to 8. The only cost was saying “BREADerment” at the counter.