Times and tastes had changed many times since Chatwins Family Bakers first fired up the ovens in 1913, but in recent years the company had been slow to adapt.
Time had stood still for the historic bakers.
Chatwins were watching sales figures fall. The world has changed. Coffee houses and bakeries have upped their game in terms of how they look and in the environment they offer customers. New generations of customers have different expectations of coffee and sandwiches. The situation had to be addressed to reverse the decline and ensure the future success of this much-loved chain of shops.
Transform perceptions and improve awareness.
Chatwins was taken through the entire rebranding process. Propel identified and created audience-specific messaging to support the new Chatwins positioning. We reignited the brand across the full range of Chatwins touchpoints, revisiting everything from the company logo to the stationery.
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“Everyone in the company feels that the investment in rebranding has been more than worthwhile, and it’s great to see the rewards coming through, along with positive responses from customers, employees and peers in the industry. We believe we’re striking a good balance between contemporary perceptions and our heritage, which is so important to us. The collaboration is also remarkable in that having Propel on the team isn’t like working with outsiders – they’re more of an integral part of the company.”
- Edward Chatwin, Managing Director
> INCREASED PROFITS
> INCREASED POSITIVE AWARENESS AND RECOGNITION
INCREASE IN SALES
INCREASED AVERAGE SALE PER CUSTOMER
Reborn and rejuvenated.
Propel helped bring the new brand to market, providing recommendations to increase engagement and improve communications. Collaborating closely with Chatwins Directors, Propel provided all the tools necessary to maximise the strength of the brand.