Bruegger's To Launch New Branding Campaign

Bruegger's is preparing to roll out a new branding campaign to boost its new bakery store design.

The quick service bakery will launch its new campaign in January with print ads and direct mail. Bruegger's new look features a softer color scheme, emphasizing natural textures and a balance of warm tones and bright colors. The bakery also features booth-style seating, hardwood floors and new menu boards. New menu items, including salads, stone hearth bread, sandwiches and unique coffee blends, will support the bakery's new design.

Overall spending was not disclosed.

Cleveland-based agency Brokaw, Bruegger's new advertising agency of record, is handling the campaign. Brokaw will support the chain with creative development, branding and promotions. The agency replaces Columbus, Ohio-based Ten United.

In other news, Bruegger's last week named Paula M. Doyle senior marketing director for Bruegger's Enterprises, Inc. In her new role, Doyle supervises management of the testing and execution of new products and programs for the bakery-café chain, oversees national promotions and manages day-to-day relations with the company's advertising agency. Doyle reports to Scott Hughes, VP-marketing for Bruegger's.