Silver Hills Bakery began in 1989 at a wellness resort in BC’s Okanagan Valley. The bakery was born out of the guesthouse owners’ desire to inspire healthier living through healthier choices. 25 years later, Silver Hills has grown into Canada’s #1 sprouted organic bread.
Enthusiastic demand for Silver Hills’ unique sprouted, vegan, non-GMO breads and bagels drove rapid expansion for the fledgling company. A high-quality product, unflinching integrity and loyal team formed a strong foundation for success. However, nearly 20 years later Silver Hills was facing critical marketing challenges, plateauing sales, directionless product development and looming competition. With increased distribution across Canada and the US, Silver Hills needed a holistic marketing strategy to support its transformation into a growing international brand.
In 2010 Silver Hills brought CREW on as their strategic marketing partner to help set a clear direction for their marketing plan and execute it alongside their small but effective internal sales and marketing team. Using the CORE Strategic Process CREW developed a comprehensive marketing strategy that continues to be rolled-out with a focus on the following five areas:
Set the Strategy
Every year begins with a strategic review of the marketing plan. Based on detailed consumer, market and sales data our CREW hosts an offsite with the senior leadership of Silver Hills to chart the direction and set the priorities for the year.
Clarify the Brand
In the midst of rapid growth, Silver Hills had begun to focus on features and benefits rather than communicating the root of their initial success: fostering transformational life change. We took their brand back to its core.
Sustainable distribution of your product is key to its long-term success. CREW has been working closely with the sales team to identify strategic opportunities to grow regional and in-store market share. New sales tools, trade show booths and retail focused promotions support these efforts.
Increasing distribution is only beneficial if there are customers who are aware of your product. Targeted advertising, strategic partnerships, product sampling, content marketing and social media engagement are aimed at increasing recognition and recall of the Silver Hills brand among our target audience.
Continuous product innovation is critical to ongoing growth. Whether providing direction for R&D, updating packaging or launching new SKUs, our partnership continues to foster the pioneering spirit Silver Hills was built upon.
average year-over-year sales growth
increase in US regional distribution
increase in total website traffic for Silver Hills
Over the last five years the partnership between Silver Hills Bakery and CREW has sprouted significant growth for the company. In addition to the massive increase in sales, we are building a more engaged fan base, launching exciting new products and increasing the brand’s footprint across North America.