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BreadTalk Social
The Brief
BreadTalk was a completely new bakery concept when it first entered the Singapore market in 2000. Their tremendous success also saw many of its competitors copying its products, and while imitation is the highest form of flattery, losing market share wasn’t flattering at all. How can BreadTalk stand out and emerge victorious among its slew of competitors?
Concept
Our angle of attack was brand love which is something BreadTalk’s competitors didn’t have. Content created for social had to be engaging and conversational, and boy they were. Cheesy puns, trend-jacking topics, collaboration with online publishers, you name it. Fan base doubled in a matter of months, engagement grew more than 20 times, and sales grew by almost 5% in the already saturated bakery market.