Kohberg: New brand strategy

We elevated the perception of the quality and increased the preference

NEW BRAND STRATEGY IS BASED ON STRONG INSIGHT

Kohberg finds itself in an extremely competitive bread market with low consumer involvement and relatively little differentiation between brands. At the same time, consumers imagine industrial robots and "factory bread", not quality and craftsmanship, although the truth is that all Kohberg bread is baked by real bakers - just on a slightly larger scale than the baker around the corner.

NEW BRAND STRATEGY IS BASED ON STRONG INSIGHT

THE UNTOLD STORY

In collaboration with Kohberg, we developed the new communication platform "We Are Bakers", which has succeeded in strengthening the master brand and helped give it a clearer identity. The essence of Kohberg's storytelling is now that all bread is baked by real bakers, and the communication platform focuses on values such as quality, authenticity, local "heritage" and genuine craftsmanship. Naturally, all TV communication is based on one of Kohberg's own bakers.

We simplified the task: Everyone needed to know that Kohberg is a bakery where real bakers bake really good bread.

ONE STRONG KOHBERG BRAND

In continuation of the new brand strategy, we went from many sub-brands to one strong Kohberg brand. The new design has a distinctive black and white checkered pattern inspired by the checkered pants worn by bakers. It is a simple and recognizable design, and the use of strong brand assets such as logo, the baker’s checkered pattern, and the bread’s designer wrapping exude quality, freshly baked bread and craftsmanship. This has given Kohberg a stronger impact and positioned the brand so that it now stands out on the shelf.

The goal of "We are bakers" is to make consumers think: "Kohberg - the ones with the real bakers.” we are aware that this requires continuous communication. Therefore, we also welcome the fact that, after a few weeks, people get our message, so that consumers now associate kohberg with bread baked by bakers at a bakery that uses danish flour. At the same time, we know that 70% of the target group knows our pay-off: “we are bakers”. We are pretty happy about that.

Britt Hougaard, Kohberg Head of Marketing & Communication