Case Study: Ma Baker rebrands Giant Bar for bigger impact with The Collaborators

Ma Baker builds a full-on flapjack brand with The Collaborators after 25 years of expertise

The Collaborators worked with Ma Baker, a maker of oat bars, which faced the challenge of needing a proper brand to drive margin, guide new product development, and expand distribution for its popular Giant Bar product.

The solution from The Collaborators was a complete rebrand, which included a new "Full-on Flapjacks" positioning, a bold and bright visual identity, and a new tone of voice. The vendor also recommended dropping the Ma Baker name to focus on Giant Bar. While specific sales figures are not provided, the rebrand was extremely well-received by the trade, injected new enthusiasm into the founder, and created excitement for the business's future prospects.

Ma Baker