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Bite-size Case Study

Rebranding bread: a shopper marketing success story

Published on May 26, 2016 Originally recorded 2011   4 min
0:03
Yes, we have brands that have adopted shopper marketing as a mindset and have seen great growth. But if we take a category overall, and try and look at that dispassionately, to see how that as employed shopper marketing in the terms of its main players within it, to grow and actually resuscitate the category. The easiest one is the humble white loaf in terms of, it was what it was, it was a loss leader, It was used to signpost value. It was used to trade and bring consumers into stores that's up 20 parts. Clearly, that isn't a sustainable position, and looking in how bakery has changed in the last five years, which we will do in the next slide or two, we'll see that we have gone full circle and have produced an added value category which has an awful lot of shopper marketing queues within it.
0:53
The output, therefore, of using shopper marketing within your mix, is here for all to see. We have, if we look to the right hand side, we have a volume tonnage in 2005, which is significantly higher, than the volume tonnage in 2009. Therefore, you would suggest that there is a problem within the bakery category. Only tells half the story because, we've used shopper marketing, we've used that as part of the canvas to turn around a category and grow value.
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Rebranding bread: a shopper marketing success story

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