Product Portfolio & Content Strategy for a Bakery Brand
A Michigan-based bakery solutions provider needed to reposition its core product categories while inspiring small business customers through digital content.
Challenge
- Rising ingredient costs putting pressure on profit margins and pricing strategies
- Core bakery products losing relevance due to fragmented product messaging in a crowded and competitive market
- Limited digital storytelling reducing customer engagement and online visibility
- Packaging inefficiencies causing higher material costs, shorter shelf life, and handling difficulties
Approach
- Partnered with cross-functional teams to reposition core products through strategic sourcing and storytelling
- Developed engaging web content featuring creative recipe applications tailored to small business owners
- Led bakery photoshoots to elevate visual storytelling across digital channels
- Collaborated with culinary experts to produce recipe-driven content
- Influenced packaging innovation to improve shelf life, reduce material costs, and enhance customer handling experience
Outcome
- Achieved 5% category growth despite a 10% increase in ingredient costs
- Drove a 30% increase in website traffic through recipe-driven content and improved visuals
- Enhanced customer satisfaction and operational efficiency through redesigned packaging
Outcome
- Achieved 5% category growth despite a 10% increase in ingredient costs
- Drove a 30% increase in website traffic through recipe-driven content and improved visuals
- Enhanced customer satisfaction and operational efficiency through redesigned packaging
