Schulstad: the Flavors of Joy

When Schulstad Bakery Solutions introduced a new line of premium thaw-and-serve European-inspired donuts, they needed more than marketing materials—they needed a campaign that would help sales teams start conversations with national foodservice operators.

The Union developed the campaign strategy, creative platform, messaging, and launch assets to bring the portfolio to market through a coordinated multi-channel B2B campaign.

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The Opportunity

Schulstad Bakery Solutions was expanding beyond its established Danish and croissant portfolio with a new line of premium thaw-and-serve donuts designed to help foodservice operators attract new guests and extend daypart opportunities.

The opportunity was to create a launch campaign that balanced the fun, indulgent nature of donuts with the premium European heritage of the Schulstad brand—while equipping the internal sales team, Business Sales Representatives (BSRs), and Distributor Sales Representatives (DSRs) with the tools needed to generate new customer conversations.

Our Approach

Rather than treating the launch as a collection of disconnected marketing pieces, we developed a unified campaign message that connected every customer touchpoint—from photography and digital marketing to sales presentations and trade show experiences.

The creative direction combined vibrant food photography, premium messaging, and operator-focused value propositions that reinforced quality while driving purchase consideration.

What We Created

  • Campaign Strategy & Creative Direction

    Campaign personality, messaging and positioning

    Creative platform and visual direction

    Photography style recommendations and virtual art direction during production

  • Digital Marketing

    Campaign landing page

    HubSpot email nurture campaign

    Organic social campaign

    Product-focused video content

    Google Ads lead generation campaign

  • Sales Enablement

    Product sell sheets

    Sales presentations

    Event signage

    Customer-facing collateral

  • Trade & Industry Marketing

    National Restaurant Association trade show booth messaging

    Foodservice print advertising

    Digital industry advertising

    Custom foodservice eBlast campaign

Display advertising stand for Schulstad Bakery Solutions showcasing various donut products with a blue background and promotional banners.
Two promotional standees for Schulstad Bakery Solutions, showcasing donut products with various flavors and fillings. The left standee emphasizes joy and features donuts with chocolate and coffee beans, labeled as new. The right standee highlights ir
An assortment of donuts with various toppings such as sprinkles, stripes, and chocolate chips, surrounding a new donut with caramel filling and chocolate drizzle on a blue background, in promotional poster for Schulstad bakery solutions highlighting
Colorful advertisement for Schulstad Bakery Solutions featuring various donuts with different toppings and flavors. The text highlights new flavors, irresistible fillings, and enjoyable all-day treats.
Decorative baked good in the shape of a coffee bean with coffee beans on top, on a blue glass plate, on a bright blue background, with text "The Flavors of Joy" and a Bakery Solutions logo.
Promotional flyer for Schulstad pastries featuring images of various donuts and croissants, with text encouraging serving guests joy and showcasing new flavors for 2025.
Image of various colorful donuts with sprinkles and toppings, promotional text about donut flavors and options, and a close-up of a cappuccino donut on a white plate. The layout includes sections for flavor descriptions and a call-to-action to view f
Pink background with various decorated donuts, including pink with white icing, white with brown crumbles, chocolate with sprinkles, and cream with coffee beans, showcasing Schulstad Bakery Solutions' new filled ring donuts.

Campaign Results

  • 5+ national account opportunities

    Secured meetings with 5+ national account opportunities in the non-commercial and retail foodservice industries

  • Expanded Industry outreach

    Supported sales outreach across travel, hospitality, grocery, and entertainment operators

  • B2B Campaign

    Launched a fully integrated B2B campaign across digital, sales, and trade channels

  • Future Product Expansion

    Established a scalable campaign platform to support future product portfolio expansion

Several donuts with white icing and black cookie crumbs on top, some on small plates and others on a purple background.
Several donuts with chocolate glaze and coffee beans on top on blue glass plates, some donuts are partially eaten, on a bright blue background with a marble tray holding more donuts.
Pink background table with pink frosted donuts topped with white icing on small pink plates. Two glasses of pink milk with striped straws. Pink napkin with scalloped edges.
Assorted donuts with pink glaze and brown crumbs on blue plates, on a blue background with blue glass vases.
Chocolate-glazed donuts with sprinkles on a wire rack and plates with donut halves on a bright green surface, accompanied by two bottles of chocolate milk with striped straws.
Caramel-glazed donuts with chopped nuts on pink glass plates, with a partially eaten donut revealing a caramel filling, on a pink background with a wooden board and a pink cloth.
Pink background with white plates holding glazed donuts topped with red sprinkles, some donuts are cut in half showing red filling inside. Two pink and gold patterned glasses with straws are also on the table.

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Whether you're introducing a new product, entering a new category, or refreshing an existing brand, we help turn strategy into campaigns that create momentum across every customer touchpoint.

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