Much alike the everyday UK worker, I am rather partial to baked goods for lunch… a pasty, sausage roll, pizza baguette – you name it, I’ll want it. And with more and more options available, it really does leave one spoilt for choice… Greggs, Tim Hortons UK & Ireland Ltd. , Cornish Bakery, GAIL's Bakery or Wenzel's the Bakers Ltd., how does one choose!
The total number of bakeries has risen significantly over the past year, with Greggs topping the leader board with a staggering 103 new sites across the UK, showing an extraordinary appetite for growth from consumers and similar businesses alike.
But with this growth also comes the worry of inconsistency – most of these brands seems to have nailed the consistency of their product offering, for example I know whichever Tim Hortons UK & Ireland Ltd. I visit, the #Timbits will be utterly delicious whether I’m in #Watford or in #Harlow. But how do these brands ensure consistency of marketing at a local level whilst ensuring relevancy to that audience?
Wenzel's the Bakers Ltd. in #StAlbans seems to hold the secret recipe, taking national branding and creating a super-duper, highly-localised marketing campaign that could only work in its current entity. I give you, the Traffic Jam, featuring everyone’s favourite, the #JamDoughnut. Perfectly placed next to one of the busiest roads in St Albans where 99% of the time, you are exactly that, stuck in a traffic jam. A perfect example of local marketing done exactly how it should be - targeted, relevant to the local market and audience, showing off your products, all leaning on the backbone of national comms, whilst making the consumers mouth water!
Wenzel's the Bakers Ltd. – we salute you. This expertly placed, on-brand piece of advertising has me craving a bake every time I see it.
If you'd like to find out more about how to activate your brand with local audiences, improving relevancy and connection get in touch with We Are Acuity. You can book a FREE 30 minute chat here. We'd love a chat, even if it is just to discuss a mutual love of #sausagerolls!
Or if you'd like to read more about Local Marketing have a look at our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog