Boudin’s promotional strategy centers on several new product introductions each year. To support their retail efforts and drive sales, the Hive builds in-store and direct marketing campaigns in conjuction with these launches. In 2010, our first year on the assignment, we focused on two goals: First, we concentrated on ingredients. Since a sandwich is a sandwich is a sandwich, and their new offerings almost always take the same old form—soup, sandwich, or salad—we found a visual way to “romance” the flavors of new items. Next, we established a consistent personality for Boudin’s brand voice that underscored the tastiness of the new items. Our strategy seems fairly obvious, but it was a step beyond the way previous designers had approached the assignment.

With the success of Year One's campaign under our belt, we're tackling Year Two with even more enthusiasm.