Wick’s Pies

The 75-year-old pie-maker asked NewPoint to help freshen its brand appeal with a new marketing campaign and refined brand messaging.

Since 1944, Wick’s has been synonymous with its flagship product. Its a sugar cream pie that’s so good it’s become known as the unofficial state dessert of Indiana. Today, Wick’s bakes up 10,000 of these and other pies each day. Plus, 30,000 of its lauded old-fashioned pie crusts.

In 2019 Wick’s looked to NewPoint to clarify its unique brand proposition. After 75 years of operations, it was time to reimagine how the brand could look across a fresh marketing campaign.

Marketing Campaign:

NewPoint conducted a deep dive on Wick’s strengths versus its biggest competitors. It was apparent that Wick’s held the unique position of being the frozen section’s only authentic bakery pie. That, coupled with a simpler-ingredient format and a superior crust, were the key brand messaging elements of three possible brand campaigns NewPoint conceptualized for development.

Branding

Brand Messaging:

Wick’s refined brand messaging was then “baked into” its website, social media content, sales sheets and coupon programs. With their new, overarching brand message consistent across all B2C and B2B marketing materials, as well as an integrated marketing plan in place, Wick’s was able to secure placement at Fresh Thyme, a fast-growing fresh-focused grocery chain across the Midwest.

Branding

Project Components:

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