Assignment:
I Heart Bikkies, a startup Yorkshire artisan food company, wanted to launch a new concept in a busy UK specialty food sector – upscale cookies that appealed to both nostalgia as well as an adventurous 'I deserve this' indulgence.
Challenge:
The speciality food sector is crowded with baking startups, and Yorkshire in particular is an area known for value-conscious shoppers and loyalty to traditional, time-honored recipes. The company needed to strike a balance that encouraged acceptance of new flavors with a sense that these were a new kind of special treats but still could fit in with local expectations.
Approach:
We created the logo and tagline – Gourmet Biscuits for Grownups -- along with consulting on ingredient and flavor profile trends, packaging design and publicity options. Promotion emphasized local ingredients where possible, such as organic flour from a local mill operating since the 1600s. A sampling programme offered a chance to speak directly to customers at local farmers markets, which led to Bikkies being picked up by regional specialty food shops and being submitted for Great Taste awards.
Results:
The launch was a hit, with Bikkies selling out at markets and select specialty retailers. Sampling allowed the company to develop new flavour ideas based on face-to-face conversations with customers. We also teamed with packaging design specialists at a local university to develop concepts for potential expansion into online direct-to-home sales.
I Heart Bikkies, a startup Yorkshire artisan food company, wanted to launch a new concept in a busy UK specialty food sector – upscale cookies that appealed to both nostalgia as well as an adventurous 'I deserve this' indulgence.
Challenge:
The speciality food sector is crowded with baking startups, and Yorkshire in particular is an area known for value-conscious shoppers and loyalty to traditional, time-honored recipes. The company needed to strike a balance that encouraged acceptance of new flavors with a sense that these were a new kind of special treats but still could fit in with local expectations.
Approach:
We created the logo and tagline – Gourmet Biscuits for Grownups -- along with consulting on ingredient and flavor profile trends, packaging design and publicity options. Promotion emphasized local ingredients where possible, such as organic flour from a local mill operating since the 1600s. A sampling programme offered a chance to speak directly to customers at local farmers markets, which led to Bikkies being picked up by regional specialty food shops and being submitted for Great Taste awards.
Results:
The launch was a hit, with Bikkies selling out at markets and select specialty retailers. Sampling allowed the company to develop new flavour ideas based on face-to-face conversations with customers. We also teamed with packaging design specialists at a local university to develop concepts for potential expansion into online direct-to-home sales.