Case Ceres – Nordic

Nordic, the magic launch of a new product

In 2017, Belgian flour manufacturer Ceres came up with a new type of flour and named it ‘Nordic’. ARK BBN launched the new product, providing all the support for the bakers and their customers: From branding, designs and content to a Nordic for Life fundraising campaign.

Nordic is a pure, dark brown sourdough bread packed full with healthy grains and seeds. A typical Scandinavian product. Hence the focus on the North and its magical nature, nights and Northern lights. The new flour is available exclusively for Ceres bakery clients united under the quality label ‘De Warme Bakker’.

Nordic: robust, magical and pure

“The magical taste of the North”, is the baseline of the bread. The rugged Scandinavian logo – reminiscent of typical Norwegian mountains and pines – complements the text. You read it and immediately see: the North provides the magical link between all the communication carriers.

The North – its purity, its power and its magic – is the cement that binds and reinforces all the texts, designs and campaigns.

New product? Inform and convince

Marketing a new product demands information and demonstration. In addition to all the practical and technical information, what the (busy) baker needs are handy tools for informing and convincing customers. ARK BBN developed an arsenal of specific online and offline messages appealing to both bakers and consumers.

Ceres representatives (charged with the task of introducing the new product to bakers) were also given a helping hand. One lucky baker could win a trip for two to Oslo. The principle: the more Nordic flour a baker ordered, the more often his name was entered in the prize draw, with online ordering counting as double. The result: extra traffic to the web shop, a whole lot of new leads … and one extremely satisfied customer!

For bakers

Online

  • Mailing
  • Mini website ‘Het Seizoentje’
  • Facebook posts
  • Prize draw (trip to Oslo) based on sales of Nordic, with extra push for sales through the web shop.
  • News items at www.ceres.be


Offline

  • Passe-partout folder

For consumers

Online


Offline

  • Leaflet
  • Image material on screens
  • Wobbler
  • Recipe booklet

Nordic for Life-magic for Make-A-Wish®

To boost the magic and brand awareness of Nordic, we tapped into current affairs. Following Studio Brussel’s De Warmste Week, we set up the magical ‘Nordic for Life’ campaign.

To enhance the magic and brand awareness of Nordic, we are tapping into current affairs.

For every Nordic loaf sold by De Warme Bakker in December, Ceres made a donation to Make-A-Wish® Belgium-Flanders. This charity offers children with life-threatening conditions the most magical day of their life – and there is the link to magic again. ARK BBN provided all the communication and promotional materials for this warm-hearted campaign by Ceres and their bakers, which ultimately resulted in a huge cheque.

In a nutshell: highly successful Nordic launch

The launch of this new product was so successful that the new flour variety became part of the standard range … so we have adopted yet another Scandinavian trend.

Try Nordic for yourself

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