Taste the Good Life
For the past 35 years, Rudi's has been dedicated to the belief that living a healthy life leads to happiness. To celebrate this passion and heritage, a new brand look and feel had been developed based on optimism, fun and the simple love of baking bread. Rudi's came to Vermilion to extend this brand to the digital space for both the existing Rudi's Organic and recently introduced Rudi's Gluten-Free sides of the business. Rudi's wanted to reclaim its small business roots and develop a one-to-one relationship with its customers, particularly in the newfound Gluten-Free space where we helped reach out directly to the celiac community.
In a crowded market space, Rudi's branding has helped to set them apart. Extending and leveraging that new identity while also differentiating between their organic and gluten-free product lines is a primary challenge. Additionally, with the expansion of their gluten-free products they are introducing the Rudi's brand to a new consumer category generally skeptical of both taste and quality. For 2012 Rudi's wanted Vermilion to build brand awareness momentum, highlight new product launches and increase the size and level of engagement of their Facebook communities.
Leverage the fresh, "baked on the bright side," positioning to tout both the wonderful qualities of the bread and the joyful personality of the brand. The goal was to develop and deepen the relationship customers had with their bread, traditionally a commodity category. For the Rudi's Gluten-Free line, we focused our attention on the gluten-intolerant community, especially celiacs. We created the 'Taste the Good Life' strategy built on a two-pronged approach: celebrating the delectability of Rudi's Gluten-Free and enjoying life with bread again. This was brought to life with the Facebook fan acquisition programs where product couponing was paired with whimsical campaigns.