Albany Bakeries: A fresh start

The South African bakery, Albany, used the back to school period to run a successful voucher campain over low-barrier-to-entry mobile channels, improving brand health and offering certainty after a period of lockdown.

Campaign Details

Brand: Albany BakeriesLead Agency: HellosquareRegion: EMEA

Strategy

Objective

ALBANY BAKERIES – An iconic South African brand that leads the bread category in premium positioning, product quality, and freshness. Make Albany synonymous with Back to School with a campaign that resonates with Shoppers, Consumers and Retailers. Get consumers to notice Albany and buy it consistently.

Target Audience

Parents with school-going children, LSM 5–10. (Slight skewed towards women). She is a working mother, with limited time on her hands. She values high-quality products. She values brands that are innovative and do new and exciting things....

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