Connecting Confections to a Wider Audience

Idea:

Founded on the basis of chasing a dream, Brandini Toffee had a history of delivering joy through tenacity. But after fifteen years of initial success, the company was challenged to expand brand awareness beyond the established audience. Gigasavvy saw an opportunity to broaden Brandini Toffee’s loyal customer base with fresh branding that would set them up for success in the upcoming peak holiday season.

After exploring the company’s storied history, local roots and commitment to quality that is unmatched by competitors, Gigasavvy developed a new brand strategy centered around Brandini Toffee’s drive “To Inspire Delight with Every Bite.” New, sophisticated brand messaging and visual elements were brought to life through a redesigned website, new packaging and freshly designed ads. Gigasavvy then partnered with a digital marketing agency to execute a promotional campaign that included display, email and influencer marketing.

Impact:

With the brand strategy in place, we applied the brand to new packaging, web design, and an aggressive digital marketing campaign. The impact of the new branding and campaign was felt immediately. After launching the rebranded website, users’ time on site increased by nearly 53%, as they viewed 26% more pages per session. The website conversion rate during the campaign more than tripled, leading to a 25% year-over-year increase in sales during the holiday season.