Bread shows no sign of decreasing in popularity – with global figures showing a steady increase in flour production – and Bread Connect, an innovative new advertising channel is taking advantage of this global trend allowing brands to display their messages on the humble bread swing tag.
As the name suggests, Bread Connect allows advertisers to connect with consumers via a 7cm x 7cm, double-sided, laminated card attached to the plastic Kwik Lok tag that keeps bread sealed and fresh.
Angus Frazer, co-founder of the innovators behind the new channel, Sonder Communications, said bread as a consumer category has risen to the occasion, despite changing lifestyle trends and food consumption habits.
“Bread remains a solid staple in the Australian diet with 95 per cent of Australian households purchasing bakery products and 72.3 per cent of Australian grocery buyers buying bread in any given seven-day period,” said Frazer. “How many other forms of advertising create such an incredible multiplier effect from one ad?”
Bread Connect’s results confirm consumers love their daily bread – achieving 15 per cent volume growth and 25 per cent value growth (year-on-year) for leading FMCG brands. In the last 12 months, Bread Connect has completed campaigns for popular products including: Flora (Unilever), Tassal Salmon, Western Star Butter (Fonterra), Up & Go (Sanitarium), So Good (Sanitarium), Avocados (HIA), IXL (SPC Brands), and Sunraysia (SA Brands).
Bread Connect delivers vast scale through the Tip Top brands which dominate the bakery category with an owned audience of over 17 million across its ranges, rivalling even the biggest traditional media owners in the country.
Follow-up research with shoppers showed the impact of Bread Connect advertising: 86 per cent noticed it and of these 97 per cent recalled the message; 76 per cent said the message was relevant to them, 68 per cent increased their brand considerations, and 48 per cent increased their purchase intent.
“Bread Connect harnesses the power of the bread tag. For FMCG suppliers, often their most powerful and sizeable owned media asset is their packaging – it just needs to be unlocked appropriately. There are now innovative ways to attach ad units to packaging, which circumvents the long and painful process of changing the actual packaging itself,” said Frazer.
The channel’s efficiency is also boosted by bread’s high exposure rate – research shows the average shopper is exposed to a purchased bread loaf 11 times – five times in store and six times at home.
“The simplicity of the product means it doesn’t reach the point of being annoying, irrelevant or disruptive to customers – so brand managers can rest assured the loyalty and positive sentiment associated with their products remains intact,” said Frazer.