We all know one of the fastest ways to Australian’s hearts is through their stomachs. In a fresh approach to advertising, Bread Connect, uses the humble bread swing tag as a high impact communications channel, capturing the hearts and minds of Australians as they sit down to breakfast, lunch and dinner.
With a potential audience reach of 17 million Australians, Bread Connect offers brands an appetising new way to emotionally engage an audience during one of their favorite times of the day: meal-time.
The innovative new advertising medium offers brands a cut through alternative outside of traditional media like print and television. The simple, yet powerfully effective, channel uses a 7cm x 7cm, double-sided, laminated card attached to the plastic Kwik Lok tag that keeps bread sealed and fresh for branding from leading FMCG products.
Angus Frazer, Co-Founder of the innovators behind Bread Connect, Sonder Communications, said bread has evolved to meet 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 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 Australia’s biggest traditional media owners.
On a granular level, Bread Connect allows advertisers to target shoppers that align with their own target audiences. Advertising is on offer through a significant range of products – from family white bread to products for intolerances/allergies.
The message is being digested by consumers – with Bread Connect achieving 15 per cent volume growth and 25 per cent value growth (year-on-year) for advertisers. In the last 12 months, brands completing campaigns on Bread Connect include: Flora (Unilever), Tassal Salmon, Western Star Butter (Fonterra), Up & Go (Sanitarium), So Good (Sanitarium), Avocados (HIA), IXL (SPC Brands), and Sunraysia (SA Brands).
Follow-up research with consumers also revealed: 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.
“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 boosted by bread’s high exposure rate – research shows the average shopper is exposed to a purchased bread loaf 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.