When Gallagher’s Bakery invited Vard’s to partner with them on the transformation of their brand PureBred, their ambition, dedication to innovation and focused team impressed us from the start. We knew from the outset great things could be achieved.
This project is all about sharing a vision, optimising innovation and devising a consumer centric strategy to completely transform this high potential brand.
The first step was to get under the skin of the category, its consumer behaviours and mindsets, competitors and trade nuances across each of its markets, Ireland, UK, Canada, US and Australia to create a winning strategy.
Strategy Driven by Insights
Its new brand name, Promise, became its foundation. Our insight of the category showed it consumers were poorly served, demoted to the unappetising science based gluten free aisle. The sensory norms that we associate with bakery were completely absent in gluten free. The squeeze for freshness, visual taste appeal, tactile packaging, warmth of colours. Gluten free consumers felt excluded from the bakery category, sidelined, forgotten about.
We exploited this gap to reposition the brand with a Promise at its very heart, to bring gluten free consumers back into the world of bakery, appeal to their senses, and bring freedom to how they shop bakery. We underpinned this Promise with the long proud history of the Gallagher family bakery where the passion they bring to baking extends to gluten free. Extensive product and packaging innovation was central to this repositioning and the dedication of the team to achieve something great was truly energizing.
Storytelling to foster engagement
Story telling is immensely powerful to foster connection and engagement. Our brand story for Promise Gluten Free brings the brand alive in their consumer’s world, where taste, choice, freedom and trust are shared values. Placing the foundation of the ‘bakery’ at the heart of the brand story elevates Promise a world away from its gluten free rivals. The brand story is brought alive through carefully selected language, crafted into brand messages that heighten sensory appeal and strengthen trust in their credentials.
“We realigned Promise with the sensory world of bakery,
a world away from scientific approach of competitors”
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© VARD, 2021