Baker’s Delight aims for first slice of the social media action via Visual Jazz campaign
Bakers Delight will reinforce its new brand platform focused on authenticity and understanding consumer needs for real and healthy produce, as it embarks on a strategic program to openly engage with consumers via social media.
In conjunction with Melbourne digital agency Visual Jazz, Bakers Delight has conducted a 12 month research and evaluation project to identify online opportunities for the brand to harness social media communities and develop a robust strategy for online engagement.
The research reviewed all online mentions of the brand and the category- including blogs, forums, social networking sites and other websites -and found that Bakers Delight had the most passionate and positiveaudience compared to its competitors with over 1,000 direct mentions amonth.
Says Kendra Teasdale, group corporate communicationsmanager at Bakers Delight: “We knew that our customers were alreadydiscussing our brand online and the research confirmed this withthousands of brand mentions primarily around health and our productrange.
“With our new brand strategy being focused on ourauthenticity it was a natural progression to be the first brand in thecategory to open these discussions with the online community andactively engage with customers.”
Along with participating indiscussions on key blogs and forums, Bakers Delight has refreshed itswebsite to include a blog that will be the hub of the social mediaactivity and will feed content to social networking sites includingFacebook, Twitter and YouTube. Ongoing monitoring and listening toolsare being used to stay in touch with the community and provide seniormanagement with a direct connection with their customers.
SaysSimon Small, strategy director at Visual Jazz: “People love sharingtheir experiences about food and the Bakers Delight brand. We’re now inthe second stage of a long term strategy that engages consumers throughsocial networks.
“Bakers Delight are genuinely in touch withtheir customers so have taken to social media with great vigour, wheremany other brands are lagging because of a disconnect with theircustomers.”
32 Comments
I’ve just added the Bakers Delight Blog to my Bookmarks Bar so I can check it daily for freshly baked morsels of yeasty goodness.
Now I’m going to post the link on my Facebook page so all my friends can be as awesome as me.
Excuse me while I go tweet this to my extensive, baked-good loving following.
I can’t wait to extensively browse through their YouTube channel tonight!
Who’s with me?
Come on gang!
Boring as batshit. Who would possibly want to engage with this apart from their staff? Yet another client getting into the ‘social media’ space because it’s the thing to do. Not because it’s right for the brand.
anon,
the 1000+ discussions/month about Bakers Delight on twitter, forum & blogs were a pretty good reason…
kill me now…
With such a terrific brand all they have provided is a showcase on what not to do with social media.
Ooooh……someone’s not getting good advice from their agency.
‘people love sharing their experiences about the bakers delight brand’…
how can someone who calls himself a ‘strategist’ even dare suggest such crap…
this is appalling…honestly.
Social media for people who really really love bread, I can get. Bread ignites passion amongst some people.
But social media controlled by a single franchised heavily-branded bakery, aimed at people who love bread… how the fuck is that ever going to work? Who wants to participate in what obviously feels like a branded exercise in marketing?
If I really want to have an “open discussion” about bread, I think I’d choose a genuinely open forum, rather than one sponsored and controlled by a singe brand.
Bakers Delight probably are mentioned a 1000 times a month on the web, but not for the reasons they would like. More likely it will be for ripping off franchisees, gouging them to fill their own pockets, ripping off their junior workers or just supplying bland boring bread at over inflated prices.
Just as business problems needs to be solved, in social media conversations need to be started or in case of Bakers Delight, continued.
Log in to Twitter (http://twitter.com/#search?q=Bakers%20Delight) or Facebook and see that people are talking about the brand and their products.
We should celebrate brands willing to take a step into the “unfamiliar” – after all that’s where most of the good stories start!
How could this even be called a campaign?
I think if I briefed at year 8 class at a local high school they could come up with a better campaign.
I’d put it out there, if I brief year 8 students, they’d probably:
1. Produce better quality video footage
2. Achieve more than 22 followers on twitter.
3. Get more than 41 views on a You Tube video
Lee, I don’t think Baker’s Delight should be celebrating, they should be hiding from embarrassment.
This camapign surely will open the eyes to marketers that all ‘social media strategists’ should NEVER be listened to.
http://whatthefuckismysocialmediastrategy.com/
20 followers on twitter. Ouch!
The bread is shite. This is not a campaign and it’s shite. Twitter and facebook is not a brand platform it’s a bland platform. I’ve only seen it damage more brands than it’s done good for. Get with it and stop jumping on blandwagons.
Visual Jazz are so gay these days
Lee Kociski said: “We should celebrate brands willing to take a step into the “unfamiliar” – after all that’s where most of the good stories start!”
Lee, I’m not sure about stepping into the unfamiliar here. This is more like sleepwalking along a very unimaginative strategy.
Here are the Baker’s Delight ‘values’, taken from the website:
* Having a passion for fresh, delightful bread.
* Creating delight with every one of our customers.
* Creating an environment which promotes growth for all stakeholders, in the areas of wealth creation, learning, and personal development.
* Providing a sense of fair play toward all stakeholders within Bakers Delight.
* Promoting openness between all Bakers Delight stakeholders.
* Ensuring all stakeholder activity adds value.
* Ensuring all stakeholder activity sells more bread.
Note how very little it all has to do with baking authentic bread.
Mostly it is about ‘selling’ and ‘stakeholders’.
Pffft…. since when does an audience of 1000 people (or 22 twitter followers) justify this garbage even being recognised as a campaign?
I’m sure a few people are going to get fired over this embarrasing exercise!
Maybe Bakers Delight may have learnt their lesson not to listen to those social media waste of time ‘experts’.
What a pile of ka ka.
Perhaps it’s a matter of sitting back and waiting for the results as opposed to criticising the unknown.
fsdfsdfsd
Here is the feedback Twitter is giving Baker’s Delight:
http://search.twitter.com/search?q=%40BakersReal
Fucking epic!
Yeah, but if those 1000 people go and spend $2000 on bread they might break even!
If this “campaign” genuinely helps sell more bread I’ll be amazed.
Fuck off with your facebook, twitter, youtube etc until it has relevance.
Anyone know where the nearest Brumby’s is?
From the Twitter feed: “Managed to eat our way thru today’s masterclass with our head bakers… warm steamy fresh bread… so good!”
Not very convincing I’m afraid.
Something warm, steamy and fresh does come to mind — but it certainly ain’t bread.
I find it amusing that everyone these days considers themselves to be a ‘social media expert’. Brands cannot win, they are criticised for not getting involved and criticised when they do get involved.
I for one applaud brands, especially large businesses like Bakers Delight, that are proactive and on the front foot and willing to take the risk and join the conversation.
In terms of results I think we just need to give it time, I don’t think any brand expects thousands of Twitter followers after the first day of launch.
Shuddering to think 12months of research can lead to this idea free pile of words. No insight, no creative idea.
I suspect 19 of the 22 followers are:-
1) the same person that came up with the idea in the first place
2) employees/franchisees of Bakers Delight
3) tools
Feels a bit doughy round the edges to me.
Facebook and Twitter for bread? Bakers Delight no less? You’ve got to be fucking kidding me?!
Bring back their old campaign, so much freakin better it’s not funny. Fuck me, I hope whomever came up with stale idea gets fired.
Someone post this whole campaign up on failblog.org.
Becci – I take it you either work for Visual Jazz or Baker’s Delight? Otherwise you’re clearly on drugs.
Brands who jump in blind with a strategy formulated any idiot who jumped on to facebook and twitter and thought it was a good idea to create a profile on each for the business should not be appauded. Brands who have creative ideas that inspire conversations in this space should be, not those who try to force it.
Crumbs
If Visual Jazz were on the case, they would have had an army of people ‘commenting’ and ‘following’, etc.
Not much has changed since the launch.
what a joke this company is crap, from its bread to its management, just ask the franchisees who they have lied about and ripped. Go see bdlies.com