Erin Bakers

Set sales record, increased market share, reach, and distribution. Love to win.

Situation

Erin Baker’s Wholesome Baked Goods made a great product. But the advent of the Atkin’s Diet reduced their sales by 60%. They needed to understand and define their brand strategy more clearly to recapture and expand their market. And their messaging and positioning needed to differentiate them within the healthy foods category.

Insight

After looking at all aspects of the company we identified that the passion of the organization was making all natural, wholesome baked goods that provided sustained energy. We developed this core value into a consistent brand experience wherever the customer comes in contact with the company’s products or messages. It allowed us to create a strong and compelling story with which buyers resonated. Baker’s now had the insight that allowed them to focus on the highest margin product offerings.

Strategy

Baker’s now possessed the confidence and clarity of message to promote their current products as well as develop new extensions to their brand. Because of their strong brand image and messaging, an existing retailer allowed Baker’s to choose their own position and shelf level in the store aisle, and another prestigious retailer agreed to place their products in their stores for the first time. Unit and revenue figures are proprietary, but suffice it to say that they have now expanded beyond the Pacific Northwest into California, the Midwest and East Coast.