Gail's

Background
• Gail’s is an artisan bakery and patisserie with 3 stores in central London; Hampstead, Notting Hill and St John’s Wood. It was set up by founders Ran Avidan and Tom Molnar who left their city jobs after their entrepreneurial drive was sparked by the craving and difficulty in finding a great loaf of bread. They teamed up with Gail Stephens, founder of Baker and Spice and The Bread Factory and opened the first Gail’s in 2005.

The Brief
• Build brand equity by raising awareness and excitement about Gail’s.
• Drive sales, footfall and repeat custom in new and existing stores.
• Future store opening support for St John’s Wood.
• To build grass roots support in the local community.
• To re-educate and change the way people think, feel and consume bread.

The Challenge
• To turn Gail’s into the leading brand for high-end top quality bread products in London in a growing and increasingly competitive market place.