The Challenge
Vogel’s is NZ’s most beloved bread. We're weirdly passionate about it. It's like Marmite is for the Brits – a national-pride-level passion. But while it is extremely popular (94% market share), it does have a unique problem. Because of its dense texture and extremely high moisture content (being what's called a wet-baked bread), toasters need to cook it two and sometimes even three times. Not only does that mean it's extremely time-consuming to cook, but means Vogel’s gets burned a lot. More than any other bread. It's a real pain. We vent about it online*, we make ads about it, so much so it's a bit of a running joke for the brand. *Check out this Reddit thread for more on the Vogel's toasting struggle: https://www.reddit.com/r/newzealand/comments/1c2ss7e/ does_your_toaster_pass_the_vogels_test/
The Solution
How we sold our bread by helping to sell their toasters: Because of its extremely high moisture content, you have to put Vogel’s in the toaster two or even three times before it’s toasted. Meaning it gets burned a lot. More than any other bread. In 2024, we finally solved this long-standing kitchen crisis. We partnered with NZ’s largest retailer and calculated the perfect toasting formula for every toaster online and instore, and branded each with its bespoke Vogel's Certification. Creating a delicious cross-aisle sell, turning every toaster, in every store nationwide, into ads for our bread, which need never be burnt again thanks to their new certification stickers. Resulting in record sales at The Warehouse, and Vogel’s highest ever brand health score. And of course, installing the brand on thousands of kitchen countertops around the country. Objectives weren't just met, but far exceeded.
