The Baker's Dozen
INDUSTRY
Arts & Culture (Theatre)
Founded by husband-wife duo Sneh Jain and Chef Aditi Handa, The Baker’s Dozen is dedicated to delivering authentic artisanal baked goods to households across India.
QUESTION
How did we build a strong narrative around the sourdough revolution in India driven by the shift in consumer preferences from conventional white bread?
Challenge
Build a story around how Head Chef & Co-founder Aditi Handa spearheaded the sourdough transformation while starting a dialogue around artisanal bakery products as a necessity and not just a luxury.
Solution
Execute a communication plan to amplify media support, seamlessly integrating the significance of sourdough and spotlighting Aditi Handa into various consumer preference conversations.
APPROACH
A multi-layered outreach strategy that leverages authored articles, speakerships, and on-ground events.
#1
Secured media opportunities for Aditi Handa and Sneh Jain to contribute their expertise on artisanal bakery products
#2
Product seeding with media, influencers and key stakeholders to garner positive reviews for TBD products
#3
Introduced ‘The Sourdough Summit’ as an IP event that brought together Aditi Handa, Sneh Jain and key industry stakeholders
IMPACT
The efforts positioned Aditi Handa as the industry’s Sourdough Protagonist, with her journey from door-to-door bread sampling to a million sourdough bread sales during the pandemic resonating widely. Sneh Jain was also highlighted as a brand-building expert, while flagship events like The Sourdough Summit garnered top media coverage.
50 +
Interviews
1 MN. +
Reach
10 +
Coverages
COVERAGE HIGHLIGHTS
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