Homepride Flour has been a staple of Great British baking since 1964. Accompanied by Fred the Flour Grader – their iconic bowler-hatted mascot! – few supermarket brands are more recognisable. They join a delicious list of brands owned by Kerry Foods, including Cheesestrings, Fridge Raiders, Richmond sausages and more.
Homepride has cultivated a loyal following from older consumers – Baby Boomers and Generation X – who you would stereotypically expect to love the art of baking. But that’s changed. Wildly popular shows like The Great British Bake Off have helped the nation’s appetite for home baking soar – especially amongst families and social-media active young adults.
This presented challenges and opportunities. Homepride wanted to maintain their appeal to loyal customers whilst engaging and building brand affinity with these new audience segments. These were segments that Homepride should still appeal to but many may not have been as aware of Homepride’s heritage or premium quality.
So, Homepride embarked on a new integrated marketing strategy. They planned to reach bakers across touchpoints: from the shop shelves, to social media and the web. That’s where Cyber-Duck came in. We were chosen to design and develop a website that could tie all their marketing efforts together – tantalising generations of customers, old and new.
The objectives were to:
Appeal to a new younger audience: reaffirm the brand’s heritage and promote their core USPs: premium quality with great packaging and 100% British flour.
Increase overall traffic and recurring visitors to the website, with attractive content that generated good engagement data.
Integrate and grow Homepride’s fabulous #BakeBritish community, featuring the delicious user-generated recipes and photos.
Drive Homepride’s chief campaign goal – increasing their market share.