Wolferman’s Bakery debuts as online ‘neighborhood shop’

A Harry & David brand is repositioning its assortment, marketing, and social media presence.

Formerly known as Wolferman’s, online specialty food retailer Wolferman’s Bakery is rebranding itself as the online version of a “neighborhood shop,” which is accessible 24/7.

The retailer’s new positioning strategy includes an updated brand logo, which features a soft font and airy graphics. The retailer will also incorporate bakery phrases and terminology, such as “Baker’s Tips” and “Inside Scoop,” across all traditional and digital marketing channels. Product assortment has been expanded across food categories such as muffins and breads, pastries and baked goods, pastries and baked goods, brunch, and gourmet food and pantry.

In addition, the Wolferman’s Bakery website offers a virtual bakery experience. On Facebook, Twitter, and Instagram, customers can connect with the retailer using the hashtag #wolfermansmoments. Customers can also obtain savings, including free standard shipping and no service charge for one full year, by joining the Celebrations Passport loyalty program that covers all brands of Harry & David parent company 1-800-Flowers Inc.

“By anchoring the brand in its rightful position as a premium online bakery, we are speaking to our customers in a new way, immersing them in the entire experience and inviting them to come into our shop to discover the incredible array of delicious desserts, savory side dishes and sweet treats perfect for breakfast, brunch and beyond,” said Michelle Farabaugh, chief marketing officer, Harry & David. “The brand’s legacy as a provider of extraordinary baked goods has earned it a loyal following and, with this updated positioning, we are excited to introduce all that Wolferman’s Bakery has to offer to a whole new generation of shoppers.”