Those who have tried it, fall in love with it. But how to encourage the all important first-time sales, and in particular penetrate the North Island?
Denheath’s Donald and Lisa decided to nominate themselves to be brand spanked. Both to kick start the creative process and to give them some food for thought as they began their exciting plans for 2011.
Goals we set ourselves for the brand spank were to:
1. Take Denheath’s creative from ‘small town South Island bakery’ to ‘recognised national brand’
2. Retain the history of the product
3. Explore the idea of people indulging in a Denheath Custard Square to regain balance in times of crisis
4. Position the product as a Kiwi icon
The spanking session began with a product tasting (of course). Then, once fired up with sugar and custard, we were off.
The campaign line we began playing with was:
When it all Turns to Custard
Turn to Custard
After the Spanking
Being spanked gave Donald and Lisa the confidence to engage with Imagic and in December 2010 we launched their brand new website in time for (record) online Christmas sales.
The vibe was small-town Kiwiana and the online shop was kept simple and clean. Donald and Lisa’s children are prominent in the new site (as they were in the old) as the family aspect of the business is so important. However the product is most definitely the hero with lush photographs that make you want to stab a cake fork into your screen. Facebook social plugins on each product page helped with word of mouth recommendations.