Execution
Understanding the nature of changing demographics and retail trends through a deep dive into Wilbur’s marketing and sales methodologies, Burgard executed numerous creative projects from branding elements to public events with the following priorities:
- Reinforce buying habits from existing brand loyalists (gen X and baby boomers with families) through an appeal to classic small-town Americana.
- Bolster new revenue streams like online ordering to capture new customers (gen Z and millennials).
- Tie these groups together to form a synergistic consumer ecosystem, cementing Wilbur Chocolate as an intergenerational family tradition.
