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The Baker’s Dozen launches ‘The Truth We Knead’ campaign
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Monday, 29 April, 2024, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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India’s leading artisan bakery brand, The Baker’s Dozen (TBD), known for creating authentic and quality baked goods, has announced the launch of its groundbreaking educational campaign, ‘The Truth We Knead’. This industry-first initiative prioritises consumer education by providing comprehensive insights into bakery products and practices. The campaign will utilize a multi-faceted approach, including informative videos, social media content, digital ads, on-pack communication and interactive sessions along with an informative YouTube series hosted by co-founder & head chef, Aditi Handa. This ensures inclusivity and accessibility for a diverse audience, allowing them to delve deeper into the world of baking from the comfort of their homes.
It prioritises using wholesome ingredients for a healthier and more sustainable baking experience. It also drives the idea that customers must know more about products, especially the ones that they eat. The campaign aims to bridge the existing knowledge gap regarding bakery goods, reflecting its longstanding commitment to transparency and innovation.
The campaign aims to empower consumers to make informed choices about their daily bread and other bakery consumption. Additionally, its initiative will entail an enriching experience that will offer exclusive glimpses into the behind-the-scenes of the bakery industry along with other interesting baking facts, allowing customers to gain insight into the intricacies of the baking process. The YouTube series will cover informative topics in the bakery industry.
Another cornerstone of the campaign is the appointment of a Chief Customer Officer (CCO) board for a duration of three months. This unique panel, comprising three diverse personalities from different walks of life who add their own distinct flavour to the campaign by serving as a bridge between the brand and its consumers. This will make the campaign a two-way street with direct engagement, where consumers can give their valuable insights and feedback through virtual sessions and meet-and-greets with the CCOs, which will enhance the reach of the brand.
This strategic focus on consumer education comes after it recently secured Rs 33 crore in a pre-series A funding round. It is also in alignment with the projected growth of the Indian bakery market, which is expected to reach a CAGR of approximately 11% from 2023 to 2028. By empowering consumers with knowledge, it intends to further strengthen its foothold in the dynamic industry.
Handa said, “The bakery industry has undergone a remarkable revolution. Consumers are ditching traditional options for goodness, quality and healthier alternatives, driving a massive demand for high-quality baked goods. But surprisingly, a majority still lack the knowledge to choose wisely. That's precisely why we're on a mission to bridge the information gap. By educating consumers on key selection criteria, we aim to empower them to make informed choices, fostering a mindful approach to daily nutrition. Transparency is paramount for us – customers deserve to know exactly what's in their food. According to a study, the Covid-19 pandemic has changed Indians' outlook on health as 70 percent of Indians say they will prioritize dietary and lifestyle changes. We're even exploring the innovative concept of Chief Customer Officers to become industry leaders in understanding customer needs. Imagine a future where informed bakery choices are a collaborative journey – that's what excites us."
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