Wick’s Pies
The 75-year-old pie-maker asked NewPoint to help freshen its brand appeal.
Since 1944, Wick’s has been synonymous with its flagship product: 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, after 75 years of operations, Wick’s looked to NewPoint to clarify its unique brand proposition and reimagine how that could look across a fresh marketing campaign.
After conducting 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 messaging elements of three possible brand campaigns NewPoint conceptualized for development.
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.
Project Components:
• Brand strategy • Brand campaign development • Market research • Branded sales materials • Social media • Paid social • Social advertising campaigns • Product demos
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