Heavy discounting of private label bread with price-led promo activity on branded offers has impacted brand loyalty and encouraged switching. The team wanted to drive differentiation for Helga’s and Wonder White via 2 ownable claims territories that were rooted in the brands’ DNA and product properties.

The challenge was now to look at compelling ways in which we could execute these claims so that they re-engaged consumers while distancing the brands from the competition

Goals delivered, differentiated claims and inspired team!