Mr. Tod's
Turning a pie personality into a brand
Owners
Tod Wilson
Business
Southern-style bakery specializing in pies
Location
Newark, New Jersey
Challenge
Mr. Tod’s shop was facing a drastic downturn in traffic, accompanied by expensive rent. And had yet to establish a strong brand identity, online presence and social media communications.
Insight
Create demand by focusing on Tod himself as the brand. While also recognizing and bringing relevance to a Southern staple.
Solution
We made Tod the face of the brand – in every possible way. And created a campaign to celebrate its Southern roots.
Tod Wilson has, and is, a big personality. And bakes some amazing Southern-style pies. But he didn’t have a brand that represented that. The Art Of Good worked with Mr. Tod’s to create a more cohesive brand presence while incorporating the campaign line, “Pie That Brings People Together”, at a time when our communities couldn’t be more divided. So far, Mr. Tod’s business has rebounded. And we’re pretty sure Grandma approves.
Every Pie Should Have It's Day
We also went about establishing National Sweet Potato Pie Day, honoring respected educator, civil and women’s rights advocate, Mary McLeod Bethune on her birthday, July 10th. In doing so, celebrated another Southern fixture – sweet potato pie. And with all that was happening in our communities at the time, we felt it might be the perfect moment to revisit Ms. Bethune’s beliefs and teachings. Perhaps over a slice of pie.
Team
PRINT, BRANDING, DESIGN, UX/UI, PHOTOGRAPHY, EXPERIENTIAL
