When ordinary is out of the question, Angel Food Bakery is the answer.
a time though, it seemed this answer was doomed to extinction. Angel
Food's proprietor was on the brink of watching her dream disappear; the
bakery was struggling financially, and it's death throes attracted the
attention of the local media, eager to tell the story of small business
hardship. The uniqueness of Angel Food's amazing cakes, however,
prompted the national media to get involved.
In anticipation of
a story about Angel Food on the Food Network, On Track was hired to
create a micro site to give interested viewers a place to go and see
the cakes. In the minutes after the spot aired, there were 500 hits to
the micro site. Because it was hosted on On Track's own secure server,
there was nary a hiccup in delivery.
media exposure began a shift in fortunes for Angel Food, one that On
Track capitalized on with a new strategic plan. What the business
needed to do was re-educate the locals who viewed it as simply a coffee
shop and experienced sticker shock as a result. Our task was to
communicate the level of labor and love that goes into the making of
these culinary sculptures—a care that makes them well worth the
boutique price tag.
Track developed a cake-ordering brochure that not only changed the way
employees communicated with customers and processed orders, it
positively altered perceptions about the value of the one-of-a-kind
We're happy to report that Angel Food is still in business, and going strong.