brototyp, archetype

I spied this corner bakery the other day with the clever yet not immediate (to my mind at least) tag line of “Brotagonist,” meaning like with
a protagonist, bread is the focal-point of this little Brotzeit (afternoon snack) narrative. The anti-hero or underdog in me did not go for the obvious pun, however, and I wondered why a bakery would want to antigonise its customers, perhaps with the villainy of gluten.