Bruegger’s Bagels

Bruegger’s was getting clobbered by artisan bakery and coffeehouse startups. Even though their food & coffee was testing better than their competitors, they we still losing share. They had a very corporate in-store presentation that felt the opposite of what their target was looking for. They were starting to be influenced by social imagery and word-of-mouth communities. It was the dawn of the user-generated era and they we helped them lean into it. The store became an immersive interactive experience. The signage not only looked imperfect and unfinished, it actually was. Customers were invited to add to the walls. There were video submission contests asking them to play with their food. The packaging was unfinished but asked provocative questions about their lifestyle and interests. There was a surprise around every corner. Every interaction with the brand was an invitation. We learned a lot about them. And they came back.