The challenge
Kiln Street bakes in a wood-fired oven that is lit at five every morning. Weekends sell out. Weekdays leave a third of the bake unsold, and the owners were posting on social media when they had a spare minute, which was rarely.
Kiln Street Bakery
A bakery that sells out by ten on Saturdays and is quiet every Tuesday.
- Industry
- Food: bakery and café
- Made
- Marketing Campaigns, Commercial Videography
- Measured by
- Weekday pre-orders
- Status
- Studio concept
The strategic approach
Production and growth planned one month of content in a single morning shoot at the oven. Growth built a weekday pre-order offer and a small local ad budget around it, aimed at offices within two kilometres.
Technical and creative execution
- A half-day shoot that produces a month of short videos and stills: the oven lit, the first loaves out, the shelves at seven
- A content calendar of three posts a week, captioned and scheduled in advance
- A pre-order page for weekday office orders, with collection times
- Meta and Google ads at a fixed daily budget, limited to a two-kilometre radius on weekdays
How impact is measured
Tracking goes in during week one, before anything changes, so every result is compared with a real baseline. These are the numbers this project reports on each month:
| Number | Where it comes from |
|---|---|
| Weekday pre-orders | Order form, counted per week |
| Unsold loaves per weekday | The bakery’s own end-of-day count |
| Cost per pre-order from ads | Ad spend divided by tracked orders |
| Reach of the weekly videos | Platform insights |
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