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.
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.
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.”