The agency won the account after a review that included established names from the advertising industry. The incumbent agency was L&K Satchi & Satchi
BestMediaInfo Bureau | Delhi | May 18, 2016
Au Bon Pain, a bakery café chain with 24 cafes across Kolkata, Bangalore and Gurgaon, has taken on board Bang in the Middle as its creative partner. Au Bon Pain’s focus is to serve fresh and nutritious food through its cafés in the most visible parts of these cities including breakfast, lunch, snacks and dinner.
Au Bon pain called for a review of its communication duties as it is aggressively looking at growing in the country. Bang in the Middle was awarded the business after review that included many well established names from the advertising industry. The incumbent agency was L&K Satchi & Satchi.
Au Bon Pain’s offerings include soups, salads, sandwiches, sweet and savoury bakery, beverages, and it has just introduced a host of new innovative dishes like Croi-Mosa, Conewich and Keema Kouign Amann.
Manish Tandon, CEO, Au Bon Pain, said, “We are at a new and exciting phase of growth and are expanding both our offering and reach for which we needed a creative communication partner that could work closely with us to make this happen. Bang in the Middle brought in strategic clarity and backed it with truly out of the box creative execution. The task for Bang in the Middle is to ensure the brand gets the traction it is seeking.”
Naresh Gupta, Managing Partner, Bang in the Middle, said, “It is a matter of tremendous pride to win Au Bon Pain. The brand has a very interesting approach and we feel that with its time we fell in love with what Au Bon Pain has to offer.”
Au Bon Pain has already rolled out its new menu with work done by BITM.