The Client
Since its humble beginnings on Chicago’s De Koven street in 1886, the Gonnella Baking Company has established itself as a staple in Chicago’s food landscape. For over 130 years, the bread manufacturer has maintained an unwavering commitment to quality, using premiere ingredients, innovative techniques, and tried-and-true recipes passed down from generation to generation in the Gonnella family.
The Opportunity
Gonnella’s rich tradition of refined recipes through state-of-the-art technology built a recognizable enterprise brand with a strong presence delivering frozen dough in the food services industry. However, with the fresh sliced bread available to consumers at local grocery chains, Gonnella wanted to ensure it connected with a younger generation of shoppers. Gonnella understood the importance of cultivating an online community in order to stay competitive; Mabbly knew how to build it.
The Outcome
Mabbly created a best-in-class social experience for Gonnella on Facebook and Instagram. Boasting over eighty thousand (80,000) actions taken on Gonnella’s social channels and counting, Mabbly’s strategy established a strong community of bread enthusiasts and reinforced Gonnella’s prominence in the retail space. With over one million campaign impressions, Gonnella garnered significant brand-awareness through their social presence and visual identity. Additionally, Gonnella experienced a follower growth of 72% year-over-year, demonstrating the ways in which content posted by the bread manufacturer not only attracted but also retained consumers while building brand loyalty.
The Content
Content is king on social platforms. Mabbly’s Production Studio created best-in-class photo and video content for Gonnella improving upon the latest trends in food photography. Utilizing a dual-strategy approach of original and user generated content, Mabbly sources, curates, styles, drafts, schedules and executes each piece of content. This methodology ensures a unified and consistent brand message.
