Bread Connect, an innovative new advertising channel by Sonder Communications, allows brands to target consumers well beyond the single second of engagement they typically have at point-of-sale.
Research shows that marketers have 0.9 seconds to convince shoppers to acknowledge their display. Bread Connect uses the swing tag on the bread package as a brand opportunity, turning the humble bread loaf into a mini-billboard. This allows the brand message to resonate with consumers across multiple touch-points both in store and at home.
Owned media specialist Sonder Communications developed Bread Connect to reach 17 million plus Australian consumers via bread sales, demonstrating how “lazy assets” can be converted to advertising revenue.
The innovative new advertising channel allows advertisers to communicate their message on a 7cm x 7cm double-sided laminated card attached to the plastic Kwik Lok tag that keeps bread sealed and fresh. The high-impact swing tag offers relevant advertisers multiple touch-points with shoppers and these have resonated.
With bread having a high exposure rate – research shows the average shopper is exposed to a purchased bread loaf five times in store and then a further six times at home – the channel moves through all stages of a consumers’ day, from breakfast right through to dinner.
Bread Connect has risen to the occasion with distracted consumers, achieving 15 per cent volume growth and 25 percent value growth (year-on-year) for high-profile FMCG brands. Follow-up research revealed 86 percent of shoppers noticed Bread Connect advertising. Of these, 97 percent recalled the brand message. Seventy-six percent also said the message was relevant to them, 68 percent increased their brand considerations, and 48 percent said it increased their purchase intent
Angus Frazer, co-founder of Sonder Communications, said bread has risen to the occasion, despite changing lifestyle trends and food consumption habits.
“Bread remains a solid staple in the Australian diet with 95 percent of Australian households purchasing bakery products and 72.3 percent 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?”
“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.
Sonder Communications achieved the broad reach by working closely with big name bakery brand Tip Top – the dominant player in the bakery category with an owned audience of over 17 million across its ranges, rivalling even the biggest traditional media owners in the country.
The product is geared to FMCG products and, in the last 12 months, Bread Connect has completed campaigns for a number of high-profile brands including: Flora (Unilever), Tassal Salmon, Western Star Butter (Fonterra), Up & Go (Sanitarium), So Good (Sanitarium), Avocados (HIA), IXL (SPC Brands), and Sunraysia (SA Brands).
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 such as gluten-free bread.
Like the range of breads on the market, Bread Connect is embracing innovations. It recently introduced a partnership with Shazam that allows marketers to include codes on their advertising so users can have an interactive brand experience.
Frazer expects the success to continue, matched by the increasing demand for bread. The latest findings from Roy Morgan Research show the number of Australian grocery buyers purchasing bread in an average week grew by almost half a million to nearly 11 million in the past 12 months. The latest published figures predict the global bread market will grow at a CAGR of more than three percent during the forecast period, 2017-2021.
“Bread Connect harmonises relevancy and scale. Bread has been a family staple for over 30,000 years and now, more than ever before, finds itself host to a whole range of products. The humble bread loaf also has a surprisingly high exposure rate, meaning the swing tag advertisement is seen at the most relevant and critical times – in-store and at-home,” said Frazer.