Cooking up a new look for bakery group

"Sunbake, a wholly-owned subsidiary of the Foodcorp group, is one of the largest bakery groups in the country and has been delivering the 'Best bake under the sun' since 1995," says Chris du Plessis, GM of Sunbake.

"Sunbake embarked on this marketing campaign with the goal of streamlining the look and feel across its nine bakeries located in Rustenburg, Benoni, Pretoria, Mabopane, Kwaggafontein, Bosbokrand and Nelspruit, with special attention being afforded to the Pietersburg and Tzaneen bakeries."

Tweaking the focus

Comments Christa van Dyk, business director of The Agency [In-Store], a division within The Agency created as the fast, adaptive and streamlined answer to the deadline-driven environment of the FMCG and retail markets, "This paramount decision from Sunbake necessitated the need to introduce a uniform look and feel to the Sunbake product range in addition to tweaking the focus of its target market which has evolved over recent years.

"Based on the brief received from the client, The Agency [In-Store] created a new packaging design for Sunbake bread that effectively speaks of the product quality in addition to creating a look and feel that the target market can associate with," continues van Dyk.

"The essence of the product is aimed at the female shopper who generally makes the purchasing decisions within a household. Sunbake is further focusing its marketing efforts on the black consumer market whose lifestyle negates the need for bread as a basic requirement within their daily diet."

Product innovation

An influx of health-conscious consumers in the South African market is forming part of a notable global trend that is rapidly changing the needs of consumers and inadvertently creating a vast playing field for product innovation. "To give our consumers a wider choice of products, Sunbake has also introduced a brand new Nature's Valley health bread range that is specifically aimed at the health-focused bread market," says Du Plessis.

Accordingly, The Agency [In-Store] was given the task of designing a brand new label for Sunbake's Nature's Valley health bread range and launching the product into the market. "The product is aimed at the health conscious consumer typically found in the higher LSM bracket of the market and will initially be available to consumers in the Gauteng Region," adds Van Dyk.

"Sunbake has always taken pride in its approach of effectively distributing bread of a consistent quality and we are confident that the new and fresh look of the design will go a long way to further enhance and build the Sunbake brand in the minds of the market," concludes Van Dyk.