The brand famous for its iconic “Clabber Girl” baking powder today encompasses several sub-brands offering a wide variety of baking products. In partnership with Indiana marketing firm Marketability, 2communi-K played a key role in developing a brand voice for the company’s InnovaPhase line of specialized encapsulated leaveners aimed at the commercial baking market.
As part of the communication strategy for InnovaPhase, we created the name and content for “Expert Insights,” a series of blog posts and e-newsletters designed to educate and engage the target audience of baking professionals. This effort involved ongoing tracking of baking trends, collaboration with the Clabber Girl R&D team on topics, and development of compelling copy that helped make the science behind this innovative product line easy to understand and the benefits to commercial baking operations clear.