Building a marketing campaign around a former meth head and ex-con may seem a little crazy, and when Nature Bake decided to go that route in 2005 it certainly was “against the advice of marketing consultants we were using at the time,” CEO Glenn Dahl said.
But building a new line of products around Dahl’s brother, Dave, who was a violent felon with 15 years of hard time behind him, brought Nature Bake explosive growth.
Since the launch of Dave’s Killer Bread, the bakery’s revenues grew to $35 million, up from $3 million when the campaign started. The workforce at the company’s Milwaukie, Ore., plant grew to 200 employees, up from 35.
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