Bakers Delight uses Foodora platform to promote cinnamon scrolls to Millennials
Bakers Delight has teamed with food delivery service Foodora to promote a new line of cinnamon scrolls through a two-week campaign inviting afternoon snackers to have the pastries delivered straight to their door.
In the media strategy devised by PHD’s content division, the campaign will run in the Sydney and Melbourne CBDs as Bakers Delight tests out the food delivery market.
The free scrolls can be ordered through the Foodora app and website with deliveries timed to arrive as the “3pm sugar carving” kicks in. The baking chain is keen to get its brand in front of Millennial snackers according to Bakers Delight campaign manager Rosie Petrescu.
“We know consumer tastes and preferences have changed, and Millennials in particular are demanding a more premium product offering from us,” Petrescu said.
“Our new Mini Cinnamon Scrolls really are a new generation product for our next generation shopper.”
Christian Heath, communications manager at PHD Content said the idea of free deliveries through Foodora was a good mechanism to raise the profile of the new product at the same time as gauging consumers’ reaction to using the Foodora deliveries.
The campaign will run from today until Friday.
