As part of its new campaign released over the weekend via television and social media, former market leader in premium bread, Bürgen teamed up with Colenso BBDO and challenged current market leader Vogel's to a taste-off, asking consumers to compare the two breads.
In a move that illustrates how corporates also partake the past time of Facebook stalking, Mark Adam, the general manager of the baking division for George Weston Foods, says that the team at Bürgen saw a chink in Vogel's armour, after noticing customers complaining via Facebook that Vogel's didn't tast the same anymore.
“We saw that as an opportunity to make a move,” says Adam.
George Weston of George Weston Foods says the company responded by to returning to its roots and resurrected an old loaf: “We [brought] back to life one of our original bread recipes to help get us back in front. We’ve returned to where it all began to bring people a modern take on our classic Mixed Grain recipe. Our 'new' Original Mixed Grain loaf is once again beautifully made. It delivers a unique and mouth-watering crunch when toasted, and a nutty and flavoursome sandwich experience.”
Once the initial development was complete, the company asked consumers to compare the two loaves based on moistness, texture, density, grains and smell.
To convince, Vogel's lovers to try a new bread, Burgen has used a similar approach to that employed in the Burger King Motel campaign (also by Colenso BBDO), which asked beef lovers to cheat on beef. In this instance, the cheating obviously involves bread rather than meat.
Following the blind taste tests, Bürgen now claims to have won in every measure except for size of slice, with 67 percent of Vogel's lovers saying they preferred Bürgen original mixed grain loaf.
The team at Bürgen will no doubt hope that this campaign helps the brand to reclaim its title as New Zealand's leading premium bread.
When Bürgen launched in the 1980s with a mixed grain recipe, it quickly shot to number one, holding the position until the early '90s, when a fire in the bakery of George Weston Foods caused a hiccup in production, and that’s when Vogel's captured the lead.
According to a release, the company saw growth last year when it launched the “Bürgen Virgin” campaign, which encouraged consumers of all ages to break their Bürgen virginity. Following the campaign the company saw a 14-percent increase in dollar value sales (excluding gluten free), making it the fastest growing premium brand. More households were also purchasing Bürgen (82,300 to be exact).
However, to date, the company, still hasn't been able to topple Vogel's market supremacy.