As quarantine regulations hit the United States, King Arthur noticed business was far from its usual pre-Easter pace. In the span of a few short days as shoppers hit grocery stores and stocked up on essentials, suddenly shelves were without flour. The team found itself receiving and answering more questions on baking than ever before – which is significant, considering the brand’s 200+ year history.
King Arthur understood it needed to quickly pivot on multiple levels. First, how could the brand add resources and innovate to meet the increased demand for retail-sized bags of flour? And second, how could its internal team of experts, including in-house bakers, shift to provide additional live support, educational resources, and tips and techniques as many first-time bakers took to their home kitchens?
During this session, Bill Tine, VP of Marketing for King Arthur Baking Company, will dive into the brand’s history, its customer engagement efforts, and how the brand was able to successfully pivot to answer customer questions and meet the unprecedented spike in demand.
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