Bob’s Red Mill

PACKAGE REDESIGN & AWARENESS CAMPAIGN

Mixing things up to freshen a line of products

Sifting through the competition to regain market share

Challenge

Bob’s Red Mill has been proud to provide premium baking flours to novice at-home bakers and pastry chefs alike. In fact, baking flour has been a key category for the employee-owned company for years. Recently, however, competition in the category increased and sales began to level out. As the line began to lose market share, it became crystal clear it was in need of an all purpose refresh.

Approach

Bob’s baking flours have been a standout in the category because of their exceptional quality, but we realized the bags themselves weren’t rising to the occasion. So we chose to give the entire line a redesign to offer it a fresh, eye-catching look.

To introduce the new designs, we launched a digital and print awareness campaign during the holiday baking season. The campaign showcased delectable food photography paired with heartwarming, seasonally appropriate messaging: Made with love. Baked with Bob’s. Things heated up pretty quickly for Bob’s and sales increased instantly.

After seeing great initial success, we chose to extend efforts into the following year, this time enlisting the expertise of some of America’s best bakers. Well-known pastry chefs were invited to New York City to create dishes for consumer media using Bob’s Red Mill flours. The extra cherry on top of the event? We had Bob’s Red Mill founder, Bob Moore, attend before we sent him off on a media tour to help further celebrate the virtues of baking with Bob’s.

Results

Bob’s Red Mill baking flours were greeted with a whole lot of love. After repackaging their line and running the subsequent Made with love. Baked with Bob’s. advertising campaign, Bob’s saw a 30% increase in sales and growth in market share for their baking flours. Additionally, media efforts surrounding the product line, including the event held in New York City, have generated 6.3 million impressions to date—and counting.