Let the Half Loaf Full Flavor Debate Begin

32%

Increase in Digital Impressions

65%

More Traffic to Store Locator During Campaign Window

Background

As one of the few remaining family-owned bakeries in the Midwest, Lewis Bakeries took the task of coming up with the next best thing since sliced bread seriously. Their heritage of quality and reliability fueled their forward-thinking passion for growth and innovation. While they were really onto something with their half-loaf idea, they needed a little help to spread the message.

Their Challenge

Lewis Bakeries sought to reach a younger demographic and bring awareness to their half loaves, but redefining the sliced-bread category presented a serious challenge. For consumers conditioned to buy a full loaf, Lewis Bakeries needed to go all out on the merits of a half.

Service

Creative Strategy, Audience Identification, Visual Media, Messaging, Digital, Media Planning, Media Buying, Campaign Optimization

Our Action

Strategy

We analyzed markets and identified the desired target audience with the highest sales potential. We then focused on specific segments most likely to have light bread usage and appreciate the benefits of avoiding waste, including single individuals, those with roommates, couples without children, and households with diverse bread preferences. With a focus on freshness, variety, and selection, we launched a campaign focused on TV, digital, and social that promoted Half Loaf. Full Flavor. The concepts and creative were scalable and rapidly deployed in key markets and across Lewis Bake Shop territory.

Creative

To lay claim to the half-loaf category, we used core verbiage and key graphics that attached the Lewis name and Lewis Bake Shop brand to the half-loaf concept and benefits. The campaign included vibrant images showing ways to use the product, compelling copy outlining the problem-solving nature of the product, and appealing social posts to promote engagement with the product. We wanted to give customers a less-expected experience.

Performance

In the digital test market, the campaign delivered 2.7 million impressions, representing an impressive 32% increase over the estimate. While the industry average conversion rate is 2.35%, Lewis Bakeries experienced a 3.38% conversion rate with 65% more traffic to the locator during the campaign window compared to the previous period. Kroger showed an 11% increase and Walmart sales data showed an 8% increase in average weekly sales over the pre-test period. Lewis Bake Shop’s Half Loaf is on the shelf to stay.