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.
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.
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.”