Baker Brothers: wowing a younger market

How do you shift perceptions of an established local jewellers and increase their reach?

This was the brief for family run Baker Brothers in Bedford, established in 1839. To a younger audience they were seen as slightly ‘old fashioned’ and expensive. Young couples getting engaged simply weren’t coming in, missing a big opportunity as they excel in diamonds.

A bold, brave new brand campaign

To appeal to couples tying the knot, we needed an integrated approach that would reposition Baker Brothers as the ‘contemporary diamond experts’. So we let people’s reactions speak for themselves, with the jewellery as hero in our ‘express your love’ campaign. Concepts were bold, bright and unique to the jewellery sector.

“This was a real step away from our usual style of campaign, so we were a bit nervous, but sometimes you need to be brave.” – Owner and Director, Baker Brothers.

All the right places

When your target audience is driving past at 30mph, the messaging needed to be immediate. At a glance concepts were seen on 96 and 48-sheet billboards, 6-sheet station sites and bus sides in the local area.

Campaign messaging was applied across all key brand touchpoints, including in store with all new PoS. We also spread the word across social media and targeted email marketing with bespoke landing pages.

Did it make a difference?

It seems people did vote with their feet. Thanks to the campaign there’s been a significant increase in footfall and customer feedback is extremely positive. Traffic has also increased on their website and other digital channels.

“We have had more comments on this campaign than the whole time we have been doing billboard advertising.” – Owner and Director, Baker Brothers

What next?

Well we really are feeling the love. Thanks to a very positive reaction, the campaign is now extended to other key buying events (Mother’s Day, Father’s Day and Christmas). It’s also being adapted to promote their jewellery makeover design service (Bring on the Bling). So it’s proved a lasting relationship.