Agency: Mass Minority
Advertiser: Stonemill Bakehouse
Category: Brand Reawakening
Section I — Case Parameters
Business Results Period (Consecutive Months): August 2016 – March, 2017
Start of Advertising/Communication Effort: August 2016
Base Period as a Benchmark: August 2015 – July 2016
Geographic Area: Ontario
Budget for this effort: $500,000 – $1 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
By proving that where fast bread dominated, slow crafted bread could prevail – Stonemill was able to turn around from a brand that was losing share in a declining category to a robust brand with dramatic sales increases.
Whether you're reading the headlines from the UK, USA, or Canada, the bottom-line is the same – the bread category has been in decline unable to replace volume losses in sliced bread. In an industry looking for its new normal – Stonemill Bakehouse proved that where fast bread dominated, slow bread could prevail. By understanding and authentically aligning to shifting consumer values and new expectations around food, and by refocusing the brand on its core equity as a slowly, naturally fermented bread maker, we unlocked new value in the bread aisle – slow crafted bread. Within the campaign period, Stonemill saw a total $ sales increase of 23% without harming its margins or compromising its product. Stonemill was so successful in shaking up the bread aisle that, in less than a year, the brand increased its enterprise value significantly, attracting the attention of Grupo Bimbo resulting in a sale that would allow the brand to go National; all this with a total marketing investment of less than $1 million.