Vogel's Bread is a great product with a fantastic heritage and a very loyal but somewhat niche following. The challenge was to position the brand to appeal to a wider, more mainstream audience without alienating their current loyal customer base. We created concept boards to test propositions with loyal and mainstream audience groups. Two territories came out tops – one lifestyle/attitudinally focused: "more life in every slice" and one product focused: "crammed to bursting with seeds and grain". Further creative development and testing proved the "crammed to bursting" proposition to be the winner.
(Agency credit: Feel Agency)