Weston Bakeries – Gadoua Moelleux

Agency: Headspace Marketing Inc

Section I – BASI

Business Results Period in Consecutive Months: January 2008 – June 2010

Start of Advertising/Communication Effort: January 2008

Base Period as a Benchmark: Calendar 2007

Geographic Area Covered: Québec (French only)

Annual Budget Range: $500,000 – $1 million


a) Overall Assessment

Prior to the repositioning that is the basis for this case, Gadoua Moelleux white bread had declining sales and eroding brand equity. The entire white bread segment was also shrinking, and it was critical for Gadoua Moelleux to reclaim its position in white bread.

The main challenge was to reclaim the brand’s point of difference, the moelleux attribute. This is a hard to translate term that most Quebeckers use to refer to soft, moist bread. It also built the reputation of Gadoua Bakeries and allowed it to compete with more established brands such as Weston and POM. In fact, the brand had promoted itself as the "vrai de vrai moelleux" (the real thing, the authentic moelleux) for many years. Now, with other brands such as POM Moelleux trying to own this attribute, we had to prove that Gadoua Moelleux was still the real thing. and 7.