Bakeri Baltzersen

Role: Merchandiser & Senior sales executive

BACKGROUND

Bakeri Baltzersen is the extension of Nordic lifestyle cafe Baltzersen's. Nestled in the small English town of Harrogate, it caters for the affluent foodies of the area. With many people still looking for a takeaway experience during the pandemic, the brand’s concept allowed it to be perfectly positioned to open up a bakery, which could remain open when the cafe could not. The company also looked into wholesale supply as another avenue.

CASE

SKILLS
USED

01_Content Strategy

02_Visual Merchendising

03_Team Management

04_Brand Conceptulisation

POSITION

Extending the brand by opening a bakery and bakery shop during the pandemic. This was to secure an income stream whilst cafes could not open in the UK.

OBJECTIVE

Encourage the local community to come and shop in the store, and to engage with the brand online. Also, engage in other local businesses that they could supply.

Adapt the previous brand to the new concept whilst retaining core values, and identifying the Bakeri's own messages.

SOLUTION

'Behind the scenes' media content.

Brand conceptualisation adaption.

Visual merchandising of the new store.

Market mapping.

IMPLEMENTATION

Content Strategy

To foster an engaged and valued following, I created a content strategy which integrated authentic bakery photos into the content, inviting customers behind the scenes and introducing them to the bakers.

Brand Conceptualisation

I built upon the existing core brand, creating messages that conveyed the Bakeri's values and formed the foundation for its content and communications. Emphasising the importance of regulars and the local community, the central message was inviting customers behind the scenes.

Merchandising

In opening a new store during a difficult period, supporting local businesses and the community was a natural focus. I integrated kitchen items from staff and collaborated with businesses like florists and tea merchants for the window display. Inside the store, we used images of the bakery and staff to enhance the sense of community sought during the pandemic.

I also instigated the idea of 'merch', and the introduction of tote bags to encourage the integration of the brand into the daily lives of regulars.

Market Mapping

In response to the challenging pandemic landscape, the company sought to diversify revenue streams by supplying bakery items to other businesses. I played a key role in conducting extensive research to identify and establish contact with promising leads.