Brand positioning + integrated campaign development
DAVE'S KILLER BREAD
Dave's Killer Bread is an incredibly strong brand that had a solid foothold in the Pacific Northwest. The brand was purchased by Flowers Foods and distribution was taken nationwide. My role was to help tighten the bolts on the brand positioning as they prepared to put the brand in front of consumers across the country.
CATEGORY
CPG
OBJECTIVE
Raise awareness and drive love of Dave's Killer Bread nationwide.
PROBLEM
Finding the brand suddenly strapped to the rocket ship of Flowers Foods nationwide distribution, Dave's Killer Bread's availability quickly exceeded the awareness. In order to get sales up, we needed to introduce the brand to new consumers in a way that gets people excited about trying a new product in a largely habitual, stayed category.
RESEARCH
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Stakeholder + consumer interviews
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Competitive audit
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Organic and premium bead category audit
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Existing primary research: brand health study
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Consumer cart analysis via MRI
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Secondary reports: Mintel, Numerator
A BORING CATEGORY
“Nobody gets excited about bread brands the way they do Dave's. There’s a humdrum in the bread aisle."
THERE'S BREAD. THEN THERE'S DAVE'S
A BOLD BRAND
“With Dave’s, there’s a “moreness” to it. We take something and shatter all the bars, we push the envelop as far as we possibly can while still delivering what people want.”
