Bill Tine, VP of Marketing, King Arthur Flour
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Over the last few months, have you found yourself asking "what is a Sourdough starter," "why did my cookies crumble," or "what can I bake with these ingredients in my pantry"? Well, good news \\u2013 you are not alone.\\xa0
As quarantine regulations hit the United States, King Arthur Flour noticed business was far from its usual pre-Easter pace. In the span on a few short days as shoppers hit grocery stores and stocked up on essentials, suddenly shelves were without flour. The team found itself receiving and answering more questions on baking than ever before \\u2013 which is significant, considering the brand\\u2019s 200+ year history.\\xa0
But why the sudden surge in baking? As individuals started spending more time at home with activities canceled, working, or learning from home, and the limited ability to eat out, the interest in baking suddenly skyrocketed.\\xa0
King Arthur understood it needed to quickly pivot on multiple levels. First, how could the brand add resources and innovate to meet the increased demand for retail-sized bags of flour? And second, how could its internal team of experts, including in-house bakers, shift to provide additional live support, educational resources, and tips and techniques as many first-time bakers took to their home kitchens?\\xa0
Loyalty360 recently had the chance to sit down with Bill Tine, VP of Marketing for King Arthur Flour, to dive into the brand\\u2019s history, its customer engagement efforts, and how the brand was able to successfully pivot to answer customer questions and meet the unprecedented spike in demand.\\xa0
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