“It makes the best toast ever”, setting you up for the day and welcoming you home again. Our 28.5k+ Facebook fans agree with us. So, our challenge is to turn up the volume on this truth and move Vogel’s up to the top shelf
We identified our bullseye audience as being people with a healthy appetite for the outdoors. We then had to bring our proposition “Vogel’s makes exceptional toast” to life, and this is how the Keep Exploring campaign was born. Keep Exploring is an invitation to explore the range and discover Vogel’s to all seeds and grains bread lovers.
We partnered with Anorak, a brand that shares our love of the great outdoors, and invited their iconic woodland creatures to take over the Vogel’s packaging whilst being our prize partner for anyone who would find a Toast Ticket in their Vogel’s loaf.
We’ve created a fully integrated campaign targeting our bullseye audience throughout their path to purchase including packaging, print, online, web, social media and promotion.
The Keep Exploring campaign is currently live so get involved, you might find a Toast Ticket in your Vogel’s loaf! vogelsbread.co.uk/keepexploring
Sales have increased yoy by 5.5 % in a declining bread market, Tesco’s sales by 45% and Waitrose by 11%. The stats speak for themselves!
We also organically built Vogel’s Twitter audience to more than 3,250 followers and kept engaged our 28.5k+ Facebook fans with our regular witty banter.