King Arthur Flour Targets Young Bakers In Bid to Boost Recognition
Posted in: Uncategorized
Joy Wilson is a thirtysomething food blogger known as Joy the Baker. She hosts a podcast and has an original web series called “Bonkers Awesome.” Naturally, that makes her an ideal marketing partner for a 224-year-old flour brand whose primary user is female and fiftyish.
King Arthur Flour Co. is a premium baking-ingredient company well known in professional baking circles and among serious home cooks. But its brand recognition drops precipitously outside the industry and beyond the company’s Northeast regional footprint. Now, under its first Chief Marketing Officer, Karen Colberg, King Arthur is using dedicated marketing to grow its sales and reputation among younger audiences, bringing the brand to them with food trucks this summer and allying with people like Ms. Wilson who are digitally savvy and well-connected to millennials.
Ms. Colberg is also one of four execs who will take over leadership of the employee-owned company when CEO Steve Voigt departs at the end of this month.
Post a Comment