Brand Relaunch/Niche Target
With increased competition in the Gluten Free segment, many consumers were leaving the Udi’s brand. They were switching to newer options hoping to find a bread with the right slice sizes, texture and taste that also met their dietary demands.
In response, Udi’s developed a new, improved formula to give their bread a better texture and taste, and also offered bigger slices. The brand needed to drive trial on the new Udi’s White and Multigrain breads and recapture the lost buyers, allowing Udi’s to become the leader in Gluten Free once again.
Crave Every Slice
Udi's had been making gluten free bread that consumers trusted for over 10 years. That is, until new players entered the market with better-tasting products. When the brand responded by baking up their best bread ever, they knew had to get the word out about its soft texture and delicious taste. We relaunched the product, serving up a program that featured crave-worthy appetite appeal, irresistible offers and positive word-of-mouth. It would take nothing less to win over this niche target and earn their compliments as the most delicious slice of gluten free bread they had ever tasted.
Consumer to Shopper Insights | Strategy Development | Customer Specific Activation | Customer Media Integration | Creative & Design | Shopper Marketing | Digital and Mobile Development | Analytics and Measurement
+500K units moved in promoted weeks
+41K new HH