Challenge: Due to the global pandemic and supply chain disruptions, shift logo launch strategy (our big moment!) from the streets of NYC to the home kitchens of influencers and bakers everywhere.

Solution: Leaned into the comfort and respite people found in baking and created the “bake joy” campaign. We created media kits for top press contacts and influencers, “surprise & delight” gifts for top customers and highly engaged social media followers, and logo’d merch for bakeries that use our flour. The launch tactics and corresponding creative generated an overwhelming positive response from brand champions and fans, including 250+ posts from Instagram influencers, 500 million earned media impressions and up to 9x more engagement than typical on launch-related social posts.

For more details on the brand launch, check out Forbes, Adweek, Brand New and the AIGA case study.

Agency: Little & Co.