Proprietary bread brands in Australia face a difficult environment because the supermarket bread category is dominated by private label. Price competition is fierce, and consumers shop in a repertoire of brands driven by price promotions. Fast-moving consumer goods brands are increasingly forced to play in top-end mainstream and premium segments; for example, competitor Helga’s was the top-selling bread with 63 percent value market share of the premium segment. In February 2009, George Weston Foods (GWF) engaged Landor to undertake an analysis of its existing portfolio of breads, as well as the overall bread category, in order to identify an opportunity for a bread brand with a distinct and appealing position.
Abbott's Village Bakery: Capturing consumers' imaginations
Challenge
Landor, along with GWF and its partner agencies, needed to create a bread brand that would credibly challenge the competitive offerings in the everyday premium segment. In the initial deep-dive workshop, the team acquired a unique perspective on the competitive space and consumer mindset: We learned that consumers were willing to suspend disbelief and buy into a compelling and believable brand story. Further review of emergent category trends and a one-day ideation workshop helped us identify market opportunities. Once the creative territories were refined, we developed brand names and unique stories, platforms, and designs that referenced heritage and distinct eras of time.
Solution
Consumer research was conducted to test the appeal of the names, stories, and subsequent packaging. When we spoke to consumers, one approach stood out above the others. “Abbott’s Village Bakery” spoke to a heritage of handcrafted, lovingly created bread, and removed the mass-produced associations of the category. The identity was especially powerful because it captured imaginations—consumers fell in love with the idea of “village-baked bread.” The concept of a local community connection resonated with consumers in today’s fast-paced, faceless world. Results bear testament to this initiative’s success. In just 12 weeks postlaunch, the GWF premium segment grew by nine share points, and Abbott’s Village Bakery averaged around 19 percent market share by value.
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