Little Bread Loaf is Wellington-based proudly Māori-owned micro-bakery celebrated for its modern take on traditional favourites like rēwena baps, flavoured pretzels, and cinnamon buns. Operating from a small production kitchen in Alicetown, Lower Hutt, the bakery steadily built a devoted following of loyal ‘Loaves,’ often selling out within hours at weekend markets. In 2023, Little Bread Loaf expanded to Wellington’s Eastern suburbs, opening its first café from a converted container in Miramar—a vibrant area known for its highly competitive hospitality scene.

Mint and Honey were engaged to lead the launch of Little Bread Loaf’s new Miramar site, creating a comprehensive campaign that introduced the bakery to a new market while building on its established brand presence. By delivering impactful on-site branding and executing a strategic marketing plan, we positioned Little Bread Loaf Miramar as a natural and vibrant extension of the Little Bread Loaf brand. Combining digital innovation, eye-catching design, and targeted outreach, our work not only engaged Little Bread Loaf’s loyal community of ‘Loaves’ but also fostered connections within the local market, successfully establishing the brand in one of Wellington’s most dynamic hospitality hubs.

To support the successful launch of Little Bread Loaf’s Miramar site, Mint and Honey expanded Little Bread Loaf’s digital infrastructure strategy to optimise customer search activity and accessibility, and avoid confusion with Little Bread Loaf’s sister site.

To achieve this, we set up a second Google Business profile specifically for the Miramar location and renamed the first Google Business profile to be Alicetown specific. This ensured that the correct address and opening hours for the Miramar location seamlessly synced with search results and integrated with Google Maps. This allowed customers to easily find the new site and access essential information, including directions, menu, and links to order online.

The Google Business profile was also optimised for monitoring and responding to customer reviews, enabling feedback that not only strengthened brand trust but further enhanced local search visibility and effectively increased customer traffic both in person and online.

To ensure the seamless integration of the Miramar site, we updated Little Bread Loaf’s existing website to accommodate the new location. This included adding Miramar as an additional location to the pickup options at the shop checkout, allowing customers to easily schedule orders from their preferred location. The website’s content hierarchy was adjusted to reflect the establishment of two sites with both locations clearly displayed, providing clarity for customers. As part of the marketing campaign , we published a detailed news post on the website, announcing the expansion to Miramar and providing key information on the launch event.

For the marketing campaign, we developed digital assets, including social media banners, cover photos, and graphics for paid advertisements. Branded email signatures were also created to ensure consistency in customer communication. Together, these elements worked to reinforce Little Bread Loaf’s vibrant presence across both physical and digital platforms.

We leveraged Little Bread Loaf’s existing database to create a targeted and engaging series of promotional eDMs under Little Bread Loaf’s established e-newsletter template, ‘Loaf Letters’.

The pre-launch emails were designed to generate anticipation, providing customers with key details about the opening and highlighting what they could expect at the new Miramar site.

Post-launch, we shared a wrap-up email that showcased the launch event’s highlights and thanked customers for their support. This strategic use of email marketing not only kept Little Bread Loaf’s loyal ‘Loaves’ informed but also strengthened customer relationships by maintaining direct and personalised communication for those who may not have been able to attend the launch event.

The launch of Little Bread Loaf’s Miramar site was a resounding success, establishing the brand as a key player in one of Wellington’s most dynamic hospitality markets. Mint and Honey’s comprehensive campaign created a seamless introduction for the new location, effectively bridging the brand’s established Alicetown following with a new market in Wellington’s Eastern suburbs

Through a carefully coordinated strategy, we enhanced the digital infrastructure to streamline customer accessibility and avoid confusion between the two sites. The updated website, optimised Google Business profiles, and cohesive branding reinforced Little Bread Loaf’s reputation and made it easy for both loyal customers and new audiences to connect with the brand.

Our marketing efforts, from impactful press coverage to dynamic social media content, generated significant attention and engagement. The paid advertising campaign brought new foot traffic to the Miramar location, while media coverage across print, radio, and online platforms amplified the brand’s profile and positioned the café as a must-visit destination.

By blending strategic outreach, innovative design, and cohesive branding, we ensured Little Bread Loaf’s expansion was met with excitement and anticipation and set for long-term success, firmly embedding the Miramar café as a vibrant addition to the brand’s growing story.