Company and Product

Rebranding

By Paul Baker, Carrs Foods

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Company

and

ProductRebranding

Paul Baker

Founder

St Pierre Groupe

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We are the Best Kept

Secret in British Baking

Impressive credentials..

150 Products in 35,000 stores

worldwide

£90m Turnover

2019

Multi AwardWinning

International Market Leader in Branded

Bakery

Team of 40 superstarsThree brands with explosive growth

worldwide

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First class customers..

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St Pierre brings the authentic taste of European café culture

to consumers homes.

Using six centuries of brioche baking tradition, crafted with finest quality ingredients and

French know how.

High quality, hand crafted, ready to bake rolls & flatbreads harnessing Paul Hollywood’s flair for bakery.

Perfect for delighting guests, or for the best ever bacon sandwich, hot

& crusty straight from your own oven just like you made them

yourself.

Baker Street is cleverly packed to be fresher for

longer in smaller pack sizes to suit all tastes in the family.

Ideal for savvy consumers for whom great taste and less

waste matters

Dominant brands

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How did we get here?

In 1985 Carrs Foods Ltd was incorporated..

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By 2004 we were part of the Harry’s Group..

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But the French wanted to sell us Brits..

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So we bought the company..

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The bakery world was ours for the taking..

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Then in 2008 our world collapsed..

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We needed a new strategy…

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We decided to broaden our horizons..

A chance conversation in a bar in Cologne led to

great things

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We needed to take a closer look at our brands

1986 2000

evolved into a contemporary brand..

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£4.3m £2.8m£5.3m £6.0m £5.1m £4.1m £4.1m

£10.8m

£23.4m

£28.4m

£48.8m

£65.0m

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Success didn’t come quickly..

£65m RSV

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today…

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2002 20172012

evolved a personality..

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£1.7m£1.0m £0.8m

£4.3m £4.4m £4.8m £4.8m£6.1m

£12.1m

£15.4m

£19.9m

£22.4m

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

£22m RSV

The investment paid off..

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is a powerful brand with a strong identity..

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2015 20192017

is our youngest brand (don’t laugh..)

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£6mRSV

£0.8m

£4.1m£4.3m

£4.8m

£6.2m

2015 2016 2017 2018 2019

And goes from strength to strength..

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Paul Hollywood microsite Social media posts

We have brought the brand to life for consumers

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But Carrs Foods had an identity crisis..

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Few people knew who we were…

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It made sense to change our name to reflect our brands..

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1985 201920171990

So we did…

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But here’s the BIG thing…

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..Our team are World Class..

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Golden Nuggets..

What we have learnt about re-branding..

KNOW YOUR CONSUMER

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PACKAGING, PR AND PARTNERS

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THE BOLD & THE BRAVE

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G.S.D

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THINK BIG, ACT SMALL

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