Snack Food & Wholesale Bakery - September 2008 - (Page 22)

2008 W ho l e s a l e Ba k e r o f t h e Y e a r Tom Nash, vice president of sales, along with Doug Radi, vice president of marketing and Rob Barnes, vice president of route operations, strive to heighten awareness and increase sales of organic baked goods. Better Than By Dan Malovany hat’s in your bread may surprise you.” That’s the theme of the new advertising campaign by Rudi’s Organic Bakery to educate consumers and raise awareness about the benefits of organic baked goods compared with some of the not-so-wholesome ingredients found in similar conventional alternatives. “Your favorite bread may be using more than ‘love’ as its secret ingredient,” states one print ad. “In fact, most breads contain high-fructose corn syrup, preservatives and artificial ingredients. At Rudi’s Organic, the Rest “W there’s no secret to the love that we put into our bread. We simply use delicious wholesome organic ingredients and never anything that you can’t pronounce. Find out the difference between your bread and ours at rudisorganicbakery.com.” Although the print ads parody various bread varieties with fake brands that add high-fructose corn syrup in the name, the Web site provides much more direct, side-by-side comparisons of the ingredients that go into Rudi’s Organic bread versus some of its biggest real-life competitors. The strategy is to “call out the competing brands,” says Doug Radi, vice president of marketing for Charter Baking, Boulder, Colo. “It’s a bit ludicrous to have whole grain, high-fructose corn syrup and oat bread, but that’s what the market is,” he says. The print, television and in-store ads are a part of a six-month, fully-integrated marketing campaign targeting the Denver metropolitan area, which is home for one of the strongest markets for sales of organic foods and the home market for the Rudi’s Organic brand. In addition to advertising, the campaign includes in-store and out-of-store sampling as well as some non-traditional approaches to getting the message out. “We’re going to leverage some very creative, different tactics, such as taking the Sunday newspaper plastic wrap and make it look like a loaf of bread, using the same creative [copy] and the headline ‘What’s in your bread may surprise you,’” Radi explains. The campaign is a major initiative by Charterhouse Group, the New York investment firm that owns Charter Baking. Research by the company showed that total organic food sales in the Denver area hover around 5% of total food sales. Organic milk and produce have a 10% share in their respective categories. However, when benchmarked against these categories, organic bread garners only 2% of all bread sales. “There’s a lot of moms out there who are buying organic milk but who aren’t buying organic bread,” Radi says. To find out why organic bread is underperforming, Charter Baking conducted focus groups and quantitative studies, which showed that bread in general has a good image. “They think bread is wholesome like grandma made it,” Radi says. Research indicated that consumers who buy organic food felt the meat or milk categories have been tainted by reports of growth hormones while the perception of 22 Photo by Marta Garcia Snack Food & Wholesale Bakery - SEPTEMBER 2008 http://www.rudisorganicbakery.com

Table of Contents Feed for the Digital Edition of Snack Food & Wholesale Bakery - September 2008

Snack Food & Wholesale Bakery - September 2008 Contents Editor’s Note For Goodness Sakes Better Than the Rest Unconventional Thinking Easy Does It New Products In the Comfort Zone Engineering Management The ASB Column Printer Keeps Production Running Equipment Briefs Better Than the Rest The Final Word

Snack Food & Wholesale Bakery - September 2008

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