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Brandon Bland
Jacquie Lamer
Introduction to Media Advertising
22 October 2015
Understanding Breadsmith and Its Customers
Bread has seen its peaks and valleys when it comes to consumers spending patterns. The
bread industry survived through the period where the United States was carb conscious in
which people declined on their bread intake in order to keep weight off and maintain a healthy
lifestyle. Around 2003, bread sales increased about 16% which proved that America wanted to
eat bread again (Zapdata Industry Market Report). Artisan bread made its appearance recently
and has been described to be, bread that is baked in-house and sold within two days of it being
baked. Breadsmith is a company where artisan bread is just one of many different products
offered. Breadsmith sells a diverse list of products from whole wheat toast to muffins and
cookies. Information with regards to who they are as well as their target audience will be
discussed throughout this document.
Target Segmentation Summary

Targets Psychographic Summary

o Likes artisan breads
o Health Conscious
o Allergies (i.e. gluten)
o Enjoys family dinners
Targets Demographic Summary
o Gender: Female
o Marital Status: Married
o Age Range: 35-54 years old
o HH Income: $100,000

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Targets Geographic Summary

o Milwaukee, Wisconsin: Wauwatosa, Greenfield
o Sioux Falls, South Dakota
o New York, New York: Cranford/Newark, New Jersey, Brooklyn, New York

Client Description

Company and Industry Overview: Breadsmith is a company founded in 1993 that

prides themselves on their hand crafted artisan breads that are made every day in their
stores. The company is headquartered at 409 E. Silver Spring Drive, Whitefish Bay,
Wisconsin with shops all over the United States, including shops in places like Edina and
Minnetonka, Minnesota. Breadsmith was founded in 1993, so they endured the fall of the
consumption of bread in the United States, but still managed to come out on top with
more stores as artisan breads became more popular and made their appearance in
supermarkets. Also, older, wealthier consumers tend to order a specialty bread when they

are out to eat as opposed to some of the younger consumer base.

Client Offerings: Breadsmiths products and services begin with sandwich, dinner,
muffin and quick breads. These breads include; 100% wheat bread, whole loafs, bananachocolate chip bread, chocolate babka, and scones to name a few. Breadsmith even sells
cookies which is not too far from baking bread but is still interesting to see that baked
goods like that show up in a place that has a specialty in the artisan bread business. What
stands out about Breadsmith is that they offer the service helping the consumer choose
what bread is best for them. For example, the 100% whole wheat bread that Breadsmith
offers provides information on how many the bread will likely serve as well as inform us
that the specific loaf of 100% whole wheat bread per half slice contains 100 calories, .5
grams of fat and 200mg of sodium. Having this information on their website not only
makes it easily accessible but allows for the consumer to be sure of what they want

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before they even step foot into the brick and mortar store. If you were to look into the
nutrition section on their website, you would see that they offer nutrition information
for each bread as well as health tips when it comes to those breads. Included with that
they offer butter keepers, tea towels, knife sets, fruit spreads, organic sugars, finishing
salts, bread baskets, honey, gift cards and even greeting cards. The breads that
Breadsmith sells usually cost from about 45 cents - $5.00 and that ranges from dinner
rolls to baguettes. Customers might be interested in loafs to make sandwiches, to have as
a side for dinner as well as to have toast in the morning. Some people would possibly
want something that would be able to be used without worry of extra ingredients that
bread giants put into some of their breads. Finally, the interesting characteristic that
makes Breadsmith a contender and unique artisan bread company is their ovens.
Breadsmith uses stone ovens that specialize in European style breads: the ovens inject
steam to allow the bread to form the European style crust and can even bake up to 160
loaves at one time. The audience could just want bread(s) that is simple and organic.
Breadsmith Target Audience

Introduction: The target audience for artisan bread starts with people that tend to be
health conscious. The highly educated consumer prefers to each more premium breads
which are harder varieties. These premium breads also are consumed more by the
wealthier consumer. People with children, married, and between the ages of 35-54 are the
major target audience for Breadsmith. Also, consumers with a household income of
$100,000 tend to order bread as a side as well as order an appetizer
(sbdcnet.org/smallbusinessreports).

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Psychographic Elements of Target Audience: The consumption of bread declined

before 2003, as consumers paid more attention to their weight and health (Zapdata
Industry Market Report). Soon after the consumption of artisan bread picked up as people
were better equipped with the knowledge of what went into their breads. Some bakeries
were able to keep the baking process simple. Keeping the process simple allowed for the
bakeries to provide a market for people that are health conscious and therefore allow
them to have artisan breads. The audience desires a bread that appeals to their allergies
such as gluten allergies. They also desire to eat healthier foods without throwing out the
food completely. The taste of the bread played a major part in the success for artisan
bread. With Breadsmith in particular, their Mediterranean-style bread with a hard crust
allows for a very rustic taste that brings a distinct culture with it as opposed to regular
breads that we are used to in America which are typically very soft (The Franchise Mall).
With a simple bread and ingredients, they are allowed to continue to eat bread as well as
know what exactly is in it. This allows them to pass it along to their children. The reason
why consumers stopped eating bread was because it would add on weight to them
because of the extra ingredients that big companies put in their bread. Healthy eating has
become a big staple in society and the consumer simple wants a society that reflects that
change of lifestyle. Artisan bread is made fresh every day, in-house and usually a
specialty so if the consumer can have something that is made fresh with simple

ingredients is what brings customers to the storefronts.

Demographic Elements of Target Audience: 35-54 year old married couples, with

children around the ages of 6-17. $100,000 yearly income.

How Target Aligns with Breadsmiths Offerings: Consumers enjoy breads that are
health conscious, which has a low number of calories, sugar and fat. Breadsmith offers

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100% whole wheat bread in which they sweeten with honey instead of sugar. Some
consumers are interested in mainly whole wheat products that would complement their
healthy lifestyle like crackers. Breadsmith offers wheat lavosh crackers, which allows a
healthy snack for the health conscious and the crackers are also great for dinner.
Media Plan Targeted to Reach Breadsmith Target Audience

Introduction:
Media Plan Schedule: My projected schedule for the Breadsmith advertising will be
November, December and January. I chose these three months because they are the main
three months associated with colder weather. Colder weather means that people are likely
to eat more soups and warm, hearty meals which usually has bread for their sides. Dishes
like chili, chicken noodle soup and beef stew are some commonly associated meals that
traditionally have some type of bread by their side. I also feel that there is an innate desire
to stock up and eat more during the winter months because with snow and colder
weather, people are bundled up and less likely to care about their weight and looks.
Finally, the proposed three months are highly associated with food intake. In November
there is the Thanksgiving holiday which has many food components and even it has food
and bread at the forefront (behind the turkey, of course). December is another time where
food is a major part of many traditions including bread with major meals like turkey,
ham, sweet potatoes and bread or dinner rolls to be exact. January is exposed to the
season of New Years. With this holiday there are many components which include
parties, which has liquor like wine and champagne, and includes cheese and breads to fill
up guests. I feel this is the best time because it is a thicket of holidays and it is a time
where everyone is able to stay in and have more family time together.

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Media Type Priority: My main media priority is Television because television is still the
most watched media vehicle till this date. With that being said, many people tune into
prime time shows and their favorite shows when they get of work and especially for the
older crowd, they are not expected to be on the internet as much as they would have their

eyes fixed on the television

Specific Media Choices:
o Magazine Choices: I chose Better Homes and Better Gardens Appetizers because
first a foremost, bread is used as an appetizer for most meals. For example, in
restaurants, when consumers sit down and are about to order the servers usually
bring out bread and butter. As another example, when someone is invited over for
a meal, the hosts add bread into their menu to fill up their guests and offer them a
fulfilling meal. I chose the 1/3 of a page with color in order for the consumer to
see the rich brownish-orange colors that the bread from Breadsmith offers. Also, I
figure that the advertisement in this magazine would persuade cooks to want to
buy Breadsmith bread to add to their appetizer courses. The advertisement would
likely be on the top of the page, going fully across the sheet in order to allow
enough space for copy within the advertisement. With the magazine Food and
Wine, I figured that usually when the target audience is partaking in alcoholic
beverages such as wine, they often have some type of food to accompany it like
cheese, grapes and of course bread. The magazine would most likely inform the
consumer about different types of wine and therefore aligns to the target audience
with a higher income as they tend to drink finer wines. The full half page will
make it big enough to where the consumer will remember it when paired next to
the wine. Cooking Pleasures would appeal to the same target audience because it

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is for people that generally cook more often and tend to have sides accompanying
their dishes and this includes the magazine Gourmet. Both magazines would
allow for the consumer to see artisan bread and better yet, Breadsmith bread as a
great alignment with the dish that they are likely to make. These dishes would
most likely be of higher quality such as tilapia, filet mignon etc which would be
perfectly set next to a basket of Breadsmith dinner rolls. Finally, with Cooking
with Paula Deen and Everyday with Rachel Ray, there are a lot of different
recipes that can use bread with them directly or as a side. For example, both
television shows could make sliders one episode or a nice brisket that needs a
slice of 100% whole wheat bread to sop up the juices.
o Television Choices: For television, I chose Barefoot Contessa. In her television
show she cooks for the more sophisticated crowd: she cooks for dinner parties for
her friends and family. Usually in her episodes she makes dishes that require fine,
rustic bread to accompany her dishes that are inspired by Mediterranean cuisine.
The target audience is for the older population, and it appeals to the dinner parties
that the older crowds tend to have. Barefoot Contessa is not a prime time show
and therefore has a smaller rating. However, it is on during the day so that you
can prepare for the next day or even have the meal ready before dinner time. The
cost of showing the advertisement in New York would be significantly higher than
it would be for Sioux Falls. Since there is more people in New York than Sioux
Falls, the cost per thousand is higher and we end of having to spend more for the
blank air space. The same goes for The Kitchen, the difference is that this a new
show that is on at primetime and therefore costs more money to get to our

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consumer. The Kitchen is a show that epicureans would watch to learn different
things to do with bread as well as other foods.
o Justification of Money Spent: I recommend that $399,215 be spent for this
campaign. With that amount of money, all of the media vehicles are not only hit
on, but they are hit well enough to cover the three months and be able to be
repetitive enough to where the consumer can get ahold of the product sooner. The
advertisements for this campaign all stretch the three months but also are going on
simultaneously which keeps the product relevant and fresh in the consumers
mind. The amount of money that was spent is right on the mark and everything
that is needed to make sure the brand is constantly being seen, whether it is on
television, in a magazine or on the internet.
In conclusion, artisan bread has become a very popular product because of the change of
the consumer. The consumer prefers a more health-conscious type of bread that has more natural
ingredients as opposed to ingredients that are artificial and done in a factory. People with higher
income tend to purchase this bread as well as prefer this bread over big company bread. The
reason is it is made in-house just about every day and the consumer can count on the product to
be fresh. All in all, this is just one example of how the consumer influences the decrease and
increase of a product.

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Bibliography
Industry: Bread, Cake and Related Products. Zapdata Industry Report. Dun & Bradstreet. URL
accessed December 29, 2005. http://www.zapdata.com
"Breadsmith Franchise." Costs & Fees. Thefranchisemall, n.d. Web. 27 Nov. 2015.
"Bread Production in the US: Market Research Report." Bread Production in the US Market
Research. IBIS World, June-July 2015. Web. 27 Nov. 2015.
"Bakery Business 2014." Http://www.sbdcnet.org/small-business-research-reports/bakery-business2014. Sbdc, 2014. Web. 27 Nov. 2015.

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