A subsidiary product of Namib Mills, Bakpro Flour is Namibia’s most trusted flour brand, having enjoyed a lifespan of 30 years. The brand has expanded to 7 flour brands during this lifetime.
The long-celebrated brand heritage has not come without setbacks. While viewed as a strong product used and trusted by all cultures of Namibia, the development of a new target audience influenced by disruptive digital trends, saw the need and opportunity for Bakpro to revamp its brand and reposition it as prime choice for millennials. The brand promise of “Baking Memories” gave the Ogilvy digital team a new challenge.