Changing attitudes toward toast
Keen to increase brand share, Vogel's briefed us to engage with advocates of the brand through which we could introduce the brand to a whole new audience. However, we had previously been hampered by an unclear proposition, and our work for Vogel’s would need to work hard to generate brand interaction and increase purchases.
Our experts in PR, social media, digital and experiential knew that to mobilise Vogel's advocates who love the bread and the brand, and to evangelise the brand to new customers, this campaign would require one BIG UnLimited Idea.
They stepped up to the challenge and created a campaign that would turn Vogel's from best kept secret to the nation’s favourite for great toast.
100-slice sharing loaves were offered on-pack and via social media, while Facebook app-based engagement mechanics encouraged true brand interaction. Visitors could discover their personal toasting style or immortalise themselves on a piece of toast.
These mechanics were backed by some clever PR and social media relations that maximised coverage and created new conversations. For example, we conducted pioneering research on toast-and-tea flavour-matching. This research investigated the perfect partnership between tea flavours and degree of toasting.
We recruited help from Delicious Magazine’s wine expert Susy Atkins and The Savoy’s resident tea guru, Trevor Mordaunt to research and match flavours and the resulting data allowed us to build a Facebook app (Toast ‘n’ TEA-O-TRON 3000) that matches a Vogel's loaf with the required degree of toasting and then recommends a perfect tea to accompany it.
Experiential activity supported these initiatives, including using pop-up toast bars positioned in stations offering commuters a morning slice, ensuring maximum engagement and further encouraging trial.
The campaign has secured thousands of Facebook likes, over 60 pieces of print, broadcast and online coverage, reaching over 22 million readers and listeners.
The crucial success was that yoy, sales of Vogel’s loaves were up by 40%.
We are now in our third year of supporting the brand and facebook fans now exceed 25,000.
"The creation and design of the Vogel’s website and facebook has been key in the development of our brand. Bray Leino have devised and created several 'apps' that have allowed our growing base of loyal followers to involve themselves and share. We now have strong online collaterals that we continue to use as part of our recruitment and loyalty driving campaign with our fan base continuing to thrive. This has dovetailed with the highly creative work that is being executed via the PR team who have worked hand in hand with the integrated team to ensure we harness our assets to the max. It is quite apparent by their commitment and management of the Vogel’s account, that the professionalism and appetite of the whole team has not faulted.
Seb Willis, Commercial Director, Nicholas and Harris