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Wilton Evolves Strategy To Engage Consumers

During the last few years, the consumer landscape in the bakeware segment has shifted. Not only focused on the hard lines, consumers have grown to look for a solution-based approach. To match this consumer preference, Wilton has evolved its overall strategy, from the way it packages goods to its social media outlets.

The initiatives, said Desiree Smith, manager of public relations and corporate communications, Wilton Brands, are aimed at creating a connection with consumers that is designed to create loyalty and repeat business.

“Our position as a total solution for baking and decorating helps build brand loyalty because it develops confidence and trust with our consumers. Our product offerings run the gamut of baking cups, sprinkles, fondant, candy melts candy, party treat bags, treat stands, candles, cookie cutters and cookie icing. No matter what treat you are looking to make, we offer the tools, products, inspiration and instruction that will give you a successful decorating experience.

While Wilton does offer a wide array of products that help you achieve your baking and decorating goals, we offer so much more beyond our products,” said Smith.

Wilton, said Smith, began the process of rebranding itself in order to be champions of bakers, whether novice or professional, and to be a resource for them.

“The brand has really evolved during the last few years with the way we speak to and connect with our consumers. Wilton was traditionally viewed as a source for highly skilled decorators, but in recent years we’ve changed our decorating projects, photography, packaging and even our brand voice to be more inclusive of all bakers and decorators, no matter their skill level,” she noted.

Capitalizing on its desire to help consumers solve their baking dilemmas and minimize problems in the kitchen, the company launched an array of baking kits that contain everything from tools and instructions to the ingredients themselves. The kits are designed to help consumers experiment with techniques and show off their personalities all in one process.

Additionally, the company’s new Easy Layers cake pan kit and its new partnership with Tasty are continued developments that support the brand’s initiative. Smith explained this came about as Wilton expanded its consumer insights team, allowing for the alignment of the products, marketing and messaging with consumer demand.

“A large part of this means developing an understanding of their frustrations and pain points when taking part in baking and decorating and then creating products that address those needs,” she said.

The focus on the consumer experience doesn’t stop at the purchase. Smith explained that the company has elevated its resources to help consumers continue to stay connected to Wilton after the point-of-purchase, through website tutorials, live demonstrations and online recipes.

“ houses hundreds of recipes and decorating projects that provide inspiration and step-by-step instruction. We offer additional education online through our weekly Facebook Live show and YouTube video tutorials,” said Smith.

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