Nicholas & Harris (N&H) has launched the first marketing campaign for Vogel’s bread in a bid to almost treble the brand’s turnover from £3.5m to £10m in two years.
Following its purchase of the Vogel’s licence from Goswells Bakeries last year, N&H, a subsidiary of Finsbury Foods, is putting more than £250,000 behind the campaign, which will include a number of new products to coincide with the launch of new packaging in September. Two packs of rolls, a seed and fruit loaf and a wholemeal and oat loaf are to launch next month.
It has also launched a dedicated fan community on Facebook - The Love Toast Community.
MD Simon Staddon told British Baker the firm is also looking to expand distribution of the brand, which is currently available in the major supermarkets. "We wanted to revitalise the brand and increase its awareness," he explained. "We also hope that, on the back of this marketing campaign, we’ll be able to push it into more stores."
Staddon explained that since its purchase of the licence, the firm has been carrying out extensive consumer research.This showed that consumers were buying the loaf as an everyday bread, and that it had quite a broad demographic, rather than only appealing to the health-conscious, he said. "A key finding was that they especially loved the toast it makes," said Staddon, "and we thought that could be a good hook for the campaign."
The research revealed existing consumers were quite attached to the original imagery, so it has kept the original logo, but modernised the packaging.