Flowers Foods -- Nature's Own Southwest Launch Case Study
Client: Flowers Foods
Program: Nature's Own Southwest Launch
Overview: When Georgia-based Flowers Foods, the nation's leading
producer and marketer of packaged bakery foods, acquired Holsum
Bakery in Phoenix, Ariz., its goal was to utilize Holsum's bakeries
and distribution channels to launch Flowers Foods products to
Southwest consumers. The nation's number one selling soft variety
bread, Nature's Own, was chosen as the "launch bread" for Arizona,
Nevada and Southern California markets. Although Nature's Own was
introduced in the Southeast in 1977, 2008 marked the introduction
of Nature's Own into the Southwest region of the country. Flowers
Foods and Holsum Bakery needed to excite their internal
distribution channels as well as general consumers about Nature's
Own bread, and ultimately drive sales.
Client Testimonial: "This has been the most successful product
launch of Nature's Own that we have ever seen. Our strong fourth
quarter results completed an exceptional year for Flowers Foods
despite a difficult economic environment. We delivered robust sales
growth driven primarily by increased sales of Nature's Own and
Whitewheat breads, recent acquisitions, and positive price/mix
shift." -- George E. Deese, chairman, CEO, and president of Flowers
Foods
Objectives:
- Generate excitement and awareness of Nature's Own products
- Energize and instill pride among distributors &
employees
- Prompt consumer trial, driving them to retail partners for
purchase of the Nature's Own breads
Strategies:
- Generate awareness of Nature's Own in southwest markets
- Support Holsum and promote Nature's Own at community
events
- Leverage Nature's Own "kid-friendly" Whitewheat through
community relations partnerships
Implementation:
- Pitched targeted media announcing the new product with
specialty "picnic basket" press kits complete with Nature's Own
bread and healthy snacks.
- Established a local presence in Phoenix, Tucson, Las Vegas and
San Diego by attending and giving out loaves of Nature's Own bread
at community events.
- Developed and promoted an online contest for participants to
win free bread for a year.
Results over six months:
- Earned Media Value: $88,618
- Reached audience of 2,815,600
- Feature print stories in the Arizona Republic, Phoenix Business
Journal, Arizona Food Industry Journal, Raising Arizona Kids, West
Valley View and a live morning segment at the Holsum Bakery, on FOX
10 in Phoenix.