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Project Overview
The Challenge
Lowes Foods, a grocery chain based in Winston-Salem, NC, sought to reimagine their bakery offerings, creating The Cakery as part of a broader effort to make grocery shopping more enjoyable. Grocery store cakes are often seen as commodities with little brand loyalty, so Wildfire developed The Cakery as a “store within a store” experience that stands out in a crowded category. With dynamic signage, playful packaging, and a whimsical Mary Poppins-inspired personality, The Cakery celebrates the joy of cakes, offering square cakes that break from the typical rectangular mold. These cakes are “scrumptiouslyumptiously” delicious, embodying positivity and showing that every day is worth celebrating. This unique in-store concept helped Lowes Foods achieve a 7% increase in basket size and a 23% rise in transaction volume, alongside renovating 2.5 million square feet of existing retail space and building an additional 1.5 million square feet. The Cakery brought a fresh, fun approach to bakery shopping!
Campaign Components
- Consumer Research
- Brand Identity
- Packaging Design
- Point of Sale
- Environmental Design
As part of the ‘store within a store’ branding initiative, Lowes Foods renovated 2.5MM square feet of existing retail space, built 1.5MM square feet of new retail space, saw their basket size increase by 7%, and their transaction volume increase by 23%.
