Challenge
Canada Bread’s specialty brand, Venice Bakery, had a solid
reputation for baking unique delicious breads. After 20 years, its
packaging and marketing had grown old and stale. To meet the challenge
of strong competition and to generate better brand awareness, NextPhase
was contracted to refresh the brand, drive trial and sales of the top 15
SKUs, establish permanent displays in retail outlets, and ensure loyal
consumers are aware of the new packaging.
Action
First, in-depth focus groups were held to determine consumer tastes
in the specialty bread category. Then NextPhase developed a new logo,
packaging for 15 SKUs and a trade promotion. Shelf level sales were
supported by eye-catching POS and advertising. A consumer friendly
website was created to showcase recipes and provide helpful information.
Results
The new packaging supported the Venice Bakery repositioning as the
brand of choice for customers eager to explore a world of taste
experiences. Consumers were provided with creative ways to enjoy bread
through a series of innovative in-store distributed recipes. Stated
Colleen Sharen, Director of Marketing, Canada Bread West, “From the
beginning, NextPhase had an excellent grasp of our product strategy and
was able to deliver high quality creative that effectively communicated
the appropriate product attributes. I’m still receiving many positive
comments on how the packaging and POS material was right on target.”
