Challenge
Canada Bread’s specialty brand, Venice Bakery, had a solid
reputation for baking unique, delicious breads but needed to explore new
ways of selling more product. Research indicated that fresh baked bread
was gaining considerable popularity in supermarket stores. The company
decided to test-market par-baked products in stores, enabling bakery
departments to easily bake bread on location and sell it fresh every
day.
Action
Canada Bread was test selling its new line of par-baked breads in
IGA’s premium MarketPlace stores, but they were packaged in plain
windowed paper bags with no Venice Bakery product identification. To
gain brand awareness, Canada Bread directed NextPhase to create a Venice
Bakery fresh-baked brand that could easily be adapted to the paper bags
currently in use. First four colourful labels with a unique diecut were
created – one for each variety. Next, a visually-attractive header card
with “Hot from Our Ovens Today” was fastened to each in-store product
stand to reinforce the freshness and quality that Venice Bakery was
known for. Last, to encourage trial, NextPhase created six recipe pads
along with shelf danglers. A slide deck was also produced to help sell
the product to bakery managers.
Results
NextPhase created a new brand identity for Venice Bakery that was
easily and quickly rolled-out to the consumer marketplace. Said Roger
Antoniazzi, “NextPhase effectively branded our new product line within
our budget and logistical parameters. We were very pleased with their
level of service and creativity.”
