Mrs. Freshley’s Repositioning

Baker was approached by Flowers Foods to revitalize the Mrs. Freshley’s brand and packaging in order to differentiate the product line from their recently acquired Tastykake offerings. The client’s research showed that Freshly’s core users were males age 18-45 shopping at a C-store. Flowers wanted a Mrs. Freshley’s brand with a little more attitude to appeal to that group. We set out to turn a brand with a feminine name into a masculine product line, with a tongue-in-cheek macho edge. One of the early lead concepts was my strategy called “The Mrs.” Eventually, caution won out and the final system evolved into a safer all-family design.