India’s leading artisan bakery, The Baker’s Dozen (TBD), has launched an educational campaign named “The Truth We Knead” to educate consumers about bakery products and practices. The campaign includes videos, social media, digital ads, on-pack info, and a YouTube series hosted by Co-founder & Head Chef Aditi Handa, ensuring inclusivity and accessibility for all.
TBD emphasizes wholesome ingredients for healthier baking and encourages customers to learn more about the products they consume. Their latest campaign aims to enhance knowledge about bakery goods, reflecting TBD’s dedication to transparency and innovation.
The campaign empowers consumers to make informed bakery choices. TBD’s initiative provides a behind-the-scenes look at the industry and interesting baking facts. Aditi Handa’s YouTube series covers informative bakery topics.
Another cornerstone of the campaign is the appointment of a Chief Customer Officer (CCO) board for a duration of three months. This unique panel, comprising three diverse personalities from different walks of life who add their own distinct flavor to the campaign by serving as a bridge between TBD and its consumers. This will make the campaign a two-way street with direct engagement, where TBD’s consumers can give their valuable insights and feedback through virtual sessions and meet-and-greets with the CCOs, which will enhance the reach of the brand.
TBD’s emphasis on consumer education, backed by recent funding, supports its growth in the evolving Indian bakery market expected to grow at a CAGR of about 11% from 2023 to 2028.
Aditi Handa, Co-founder & Head Chef at The Baker’s Dozen, said, “The bakery industry has undergone a remarkable revolution. Consumers are ditching traditional options for goodness, quality and healthier alternatives, driving a massive demand for high-quality baked goods. But surprisingly, a majority still lack the knowledge to choose wisely. That’s precisely why we’re on a mission to bridge the information gap. By educating consumers on key selection criteria, we aim to empower them to make informed choices, fostering a mindful approach to daily nutrition. Transparency is paramount for us – customers deserve to know exactly what’s in their food. According to a study, the COVID-19 pandemic has changed Indians’ outlook on health as 70 percent of Indians say they will prioritize dietary and lifestyle changes. We’re even exploring the innovative concept of Chief Customer Officers to become industry leaders in understanding customer needs. Imagine a future where informed bakery choices are a collaborative journey – that’s what excites us!”
You can view the videos below:
