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    Brand positioning; proposition development; website concept and look and feel; and sampling activity for Vogel's Bread
    Published:
Vogel's Bread is a great product with a fantastic heritage and a very loyal but somewhat niche following. The challenge was to position the brand to appeal to a wider, more mainstream audience without alienating their current loyal customer base. We created concept boards to test propositions with loyal and mainstream audience groups. Two territories came out tops – one lifestyle/attitudinally focused: "more life in every slice" and one product focused: "crammed to bursting with seeds and grain". Further creative development and testing proved the "crammed to bursting" proposition to be the winner. 
(Agency credit: Feel Agency)
(Copywriting credit: Aidan Hawkes)
(Photography credit: Amanda Heywood)
 
Concept board for lifestyle/attitudinally focused proposition
Concept board for lifestyle/attitudinally focused proposition
Concept board for product focused proposition
Concept board for product focused proposition
Sampling activity: "Tastiest Toast Test"
Sampling activity: "Tastiest Toast Test"