Ole & Steen logo
Ole & Steen logo

Engaging Local Audiences

Ole & Steen set a bold, challenging ambition: to become the world’s most loved bakery. With great food credentials and strong brand heritage values, they have scaled their premium bakeries throughout London and across commuter towns.

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TOTAL ENGAGEMENTS
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TOTAL IMPRESSIONS
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NEW FOLLOWERS

The Challenge

In-store, their food takes centre stage. Ole & Steen’s ethos is to reconnect people with the goodness of real food using quality, whole ingredients, simply crafted and made with care. Their annual social strategy set out to capture new audiences and drive loyalty within their online community.

Our Approach

Kitch were asked to provide full-service platform management and content creation. We aligned the social strategy with key brand activity in the bakeries, new store openings and cultural dates such as Halloween, Pride and the King’s Coronation. Campaign initiatives were rolled out quarterly, each with specific social-first activations including competitions. For new openings, local activations were broadcast on social to engage customers. For example, followers were challenged to find Easter chicks near bakeries to win treats, based on clues shared on social.

Our team actively engage with people to create real conversations, increasing brand loyalty and consumer confidence. We execute brand monitoring 7 days per week from 9am – 9pm, responding to online queries promptly and delivering out-of-hours customer support. On average, we fielded a volume of 1.6K private Instagram messages per month for Ole & Steen. Relevant customer content was re-posted to reward and incentivise third-party brand advocates, we also tested personalised voice note replies.

Monthly budget was allocated for paid social, targeting key bakery locations, competitor customers and lookalike audiences. Additional hyper local ad campaigns were rolled out to drive footfall for new bakery openings.

RESULTS

Engagement targets were hugely surpassed, with results totalling 78.7K engagements, 65.9K followers and 11.7M impressions. Ole & Steen’s following has become significantly more engaged and continues to demonstrate year-on-year follower growth.