Ah, millennials, the capital death swarm destroying unlovable chain restaurants, housing, napkins, beer, golf, diamonds, the banking industry, and Sears, among other things, has moved onto the bread industry like a blind cavalcade of killer bees. Allegedly.
To combat the ceaseless destruction of our much beloved … bread … MBA students at the Rutgers Business School recently helped out local company Hudson Bread , a North Bergen artisanal bakery, to raise brand awareness among the demographic.
Hudson Bread collaborated with Dean Lei Lei and Assistant Professors of Professional Practice Erich Toncre and Marc Kalan to “organize a competition that would challenge students to create a branding strategy” for the company, which “captured the essence of the company, from its ownership to the quality of its ingredients,” according to Hudson Bread’s VP of operations Ray Million.
Rutgers marketing and supply chain major Kristen Tse, along with Brian Lilien, Alyssa Nungra and Akshay Patel, took home the $6,000 grand prize for a campaign strategy that would “refresh the company’s social media accounts and use Google Adwords to make its digital marketing more effective,” while calling on Hudson Bread to “play up its organic qualities.”
RBS winners Akshay Patel, Alyssa Nungra, Brian Lilien and Kristen Tse/Photo via Rutgers
Toncre explains, “[Students] have a great opportunity to apply what they learned in the classroom in developing a marketing campaign to increase the brand awareness and engagement for a “real life” client and see the results in “real time.”
Hudson Bread president Mark Kolodziej writes, “There are a lot of agencies we could have hired, but we wanted something unique.”