More Than a Legacy: The B2B Website Strategy for a Baking Legend
One in every three loaves of bread worldwide contains Lesaffre ingredients. This legendary baking company with a newly expanded ingredient portfolio needed an engaging trade advertising campaign and B2B website strategy to show it off.
More Than Yeast
What happens when one product is so successful that it defines your business? A historic leader in fermentation, Lesaffre has been synonymous with yeast since its founding in 1853. Today, Lesaffre acts as a full-service baking ingredient supplier and consultant for bakers around the globe with a portfolio of dough improvers, mold inhibitors, enzymes, and sourdough ingredients. Where does MarketPlace come in? Introducing the Lesaffre of today to the modern commercial baker, showing how the new product offerings and services can solve the problems they face every day.
Fermentation to Full-Service
When adding a new chapter to a centuries-old story, we knew it was critical to ensure audiences understand the new Lesaffre across every channel available. The new creative campaign, “More Than Yeast,” came to life in trade advertising, a B2B website strategy, and a custom website build made from scratch. Together, these executions tell the full story: The Lesaffre you thought you knew has evolved – and now offers so much more.
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The B2B Website Strategy
Lesaffre serves bakeries of all sizes, from small-batch artisans to industrial manufacturers. To activate a B2B lead nurturing strategy designed to serve the distinct needs of these audiences, the brand’s website needed to evolve. Application-specific content strategies and a responsive B2B website design connected customer needs and Lesaffre baking solutions – such as clean-label methods for extending the shelf life of breads and baked goods. Potential clients can sort offerings by product type, by solution, and by application category, making it easy to find the most relevant solution.
Trade Advertising That Resonates
To reach brands like Dominos and Bimbo, we developed a multichannel marketing strategy that championed Lesaffre’s legacy of quality ingredients and service by meeting specific customer needs, from clean label mold inhibition to pizza dough elasticity. Through trade media campaigns, print advertising in bakery publications, and trade show activations, we attracted key marketing and R&D contacts from major CPG, foodservice, and manufacturing companies in the bakery space.
Services Executed for Lesaffre
Executive Consulting
Brand Architecture
Brand Positioning
Messaging Strategy
Website Design
Website Development
Sales Tools
Media Planning
Media Buying
Creative Campaigns
Trade Advertising
Public Relations
Earned Media
Content Marketing
Lead Nurturing
Search Engine Optimization (SEO)
B2B Email Marketing