Situation:
Small, independent Bob’s Candies of Albany Georgia, despite competition from some major players, had held its position as the nation’s #1 Candy Cane for over 20 years. As a seasonal product, the primary growth opportunity for Bob’s was to increase sales year-round.

Task:
Gain year round trade distribution and consumer sales of Bob’s candies.

BDI role:
We developed an advertising campaign aimed at the trade that communicated Bob’s seasonal success story, restaged Bob’s Sweet Stripes brand as a year round soft mint candy, and touted Bob’s full 142 item line.