Case Study
Bon Appetit Bakery/Bon Solé Pastry Line
The Bon Appetit Bakery is a nationwide business that sells pastry products to grocers and convenience stores. Most known for their Gourmet Danish and Coffee Cake Product Lines, the company wanted to expand their product roster to include a line of donuts and honey buns. The company the acquired the Bon Solé Product Line. The com- pany felt that the initial packaging design of their newly acquired product line needed to be revised. At the time of acquisition, the sales were disappointing and it was felt that a redesign would create the product line being taken more seriously and that would translate into increased sales.
Describing the Marketing Plan
Their marketing plan was to compete against their main competitors, Hostess and Bimbo by selling an 8-pack of donuts for the same retail price point as the Hostess 6-pack.
The Approach to Working with Our Client
We worked directly with key staff at Bon Appetit. At first we were briefed on the project by the Vice President of Sales. When the marketing strategy and all its nuances were processed, a design brief was formulated and presented to the President of the company. An agreement was reached on the design process and work began.
Creative Methods to Problem Solving
Since the core marketing strategy was to present an 8-pack for the price of a 6-pack, it was decided that we would reserve a portion of the design at the end of the package to boldly present the marketing concept of “2 Free Donuts” as a violator. To communicate that this product was “above the accepted industry standard”, a feeling of richness needed to be incorporated into the design. Also bright colors were to be used to garner attention on the shelf. Designs were finalized, actual mockups were made and once approved, finals went to print. We attended the press run supervising the final film printing process.
Results
At the outset, the company felt that a prudent marketing goal would be that the redesign would boost the sales of the Product Line by 10%. After a full nationwide deployment, the company experienced an actual 25% boost in sales, far exceeding their expectations.
