Re-launch The Village Bakery brand, a range of delicious, nutty, tangy 100% organic, wheat-free rye bread initially to Waitrose shoppers where the brand has national distribution. Most people are unaware of rye bread, its taste or its health benefits of high fibre & less bloating and how best to serve it.
Following consumer profiling and insight work we created the big idea concept ’TummyLove’ and organised a full photo shoot showing the deliciousness of the rye bread as an open sandwich for the lunchtime occasion.
We then activated the brand via an integrated campaign that included; Waitrose Magazine, Jamie Magazine, Foodism, Great British Food, Waitrose.com, PPC, try-rye.com and SEO.
Village bakery sales have increased by 3% year on year in a declining rye bread market (-16% yoy).
The campaign is still live and keeps on converting women to the delicious benefits of Village Bakery rye bread.