Case Studies: Fleischmann's Yeast

Expanding the Frequency of Baking with Yeast

Objective
The agency’s challenge was to create a campaign that would encourage year-round baking with yeast.
 
Strategy
In a declining market environment, the client was seeking ways to increase the use of yeast as a crucial baking ingredient. Research and market studies consistently indicated that the majority of consumers who baked with yeast were taught the process by their grandparents, parents, older relatives or friends. While the economies of baking from scratch were once an incentive, contemporary lifestyles raised the issue of scarcity of time and not having basic baking ingredients on hand. Those who did bake with yeast did so primarily during peak holiday seasons.

To overcome issues associated with not having enough time to bake from scratch because of busy lifestyles, the agency recommended that baking from scratch could become a weekend activity for busy young families. Recipes and beginner instructions were available on the website, and advertising directed readers to the site. The graphics relied on familiar images, showing a family coming together before they went off in different directions. Fleischmann’s Yeast also developed new recipes for cookies and bars and featured this on their newly redesigned website. The new recipes were part of a strategy that suggested yeast-baked items made enjoyable and novel snacks.

Results
The strategy worked because it gave users more reasons to bake on weekends. It motivated families and friends to come together to engage in the process and bake enough of a supply to enjoy through the week. The program was expanded to include “Friday Night is Pizza Night” as a strategy.