Turnkey Paperboard Packaging Provider Helps
Expanding Cookie Company Enhance Brand Experience and Improve
Efficiencies Amid COVID-19
R.R. Donnelley & Sons Company (RRD) (NYSE: RRD), a leading
global provider of marketing and business communications, helped
Levain Bakery™ meet a 200% increase in e-commerce demand during the
pandemic. The 26-year-old company, which started on Manhattan’s
Upper West Side, has transformed from a New York City institution
popular amongst locals and tourists, to a national brand – while
improving efficiencies and exceeding consumer expectations with the
help of RRD’s packaging and warehousing solutions.
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At the start of the pandemic, Levain saw
online orders of its iconic cookies multiply and worked with RRD to
update its e-commerce packaging to enhance efficiency and offer a
better brand experience to customers. Photo Credit: Mark
Weinberg
Amid the onset of COVID-19, Levain experienced skyrocketing
demand for its assortments of cookies available for purchase
online. Simultaneously, the company needed to address an e-commerce
packaging redesign while scaling up its warehousing capacity. To
address these challenges, the company collaborated with RRD, a
Chicago-based company with roots in printing that evolved to offer
solutions from creative design and kitting to warehousing and
proprietary supply chain management, and more.
“We were already a growing brand, opening new bakeries, scaling
our e-commerce business, and expanding into grocery retailers,”
said Andy Taylor, CEO of Levain. “The challenge was creating a
packaging solution that not only ensured our customers would
receive our product in pristine condition, but also improved our
efficiency to better meet demand. When COVID-19 caused New York—and
the rest of the world —to shut down, we saw online orders multiply
and we needed a supplier that had the flexibility to meet
accelerating demand on a greater scale.”
Available in packages of 4, 8, or 12, Levain’s cookies were
already packaged in simple, shippable, self-erecting corrugated
boxes filled with packing material. Not only were the boxes in need
of a redesign to better reflect the brand inside and out, Levain
strived to improve product protection and operational efficiency of
the packaging.
“COVID-19 accelerated the urgency for Levain to address its
evolving package design and warehousing needs,” said Lisa Pruett,
President, RRD Packaging Solutions, Forms and Labels. “What
differentiates RRD is our range of capabilities and expertise. From
package design and engineering, to printing, supply chain, and
marketing, we can serve as that single-source solutions provider
for companies in growth mode.”
Collaborating closely with Levain’s marketing team and designers
at The Creative Pack, RRD worked across multiple plants to deliver
a vibrant e-commerce box that represents a combination of flexo and
litho-lamination techniques. To address product protection, RRD
designed a lightweight paperboard insert to accommodate all three
pack sizes. The universal insert and redesigned package ultimately
cut an 8-step process down to 4 steps.
“We supplied different iterations of packaging and inserts for
the Levain team to evaluate. They then thoroughly transit tested
the prototypes to ensure there would be no tearing or crushing of
the packaging so customers would receive their cookies perfectly
protected for the best possible brand experience” said Pruett. “Our
focus with clients is around sustainability and efficiency. For
Levain, we were able to reduce the use of unnecessary materials per
order while significantly cutting down the time it takes to package
and ship the product, improving efficiency by 50%.”
RRD also helped Levain solve its warehousing challenge using a
replenishment model. This enabled Levain to receive partial orders
for its rolling shipments of 15-pallets per week at its production
facility while the balance remained in close proximity at an RRD
warehousing facility in Pennsylvania.
Following the success of the partnership for Levain’s e-commerce
initiatives, the companies continue to work together as Levain
expands availability of its grocery product: frozen, ready-to-heat
cookies available in tuck tab folding cartons at over 1,700 grocery
stores across the country. Additionally, RRD printed the
promotional mailers for Levain’s new bakery locations in Washington
D.C. and Bethesda, Maryland that opened in 2021. Levain’s
redesigned e-commerce package also received a Gold Branding &
Consumer Pentaward earlier this year in a highly competitive
program that recognizes excellence in design.
To find Levain Bakery cookies visit www.levainbakery.com and to
learn more about RRD’s capabilities visit www.rrd.com.
About RRD
RRD is a leading global provider of multichannel business
communications services and marketing solutions. With 30,000
clients and 33,000 employees across 28 countries, RRD offers the
industry’s most comprehensive offering of solutions designed to
help companies—from Main Street to Wall Street—optimize customer
engagement and streamline business operations across the complete
customer journey. RRD offers a comprehensive portfolio of
capabilities, experience and scale that enables organizations
around the world to create, manage, deliver, and optimize their
marketing and business communications strategies.
For more information, visit the Company's web site at
www.rrd.com.
About Levain Bakery
Pam Weekes and Connie McDonald created Levain Bakery in 1995,
out of their passions for food, friendship, and hard work.
Competitive swimmers and triathletes, Pam and Connie passed their
workouts by engaging in passionate conversations about baking,
which inspired them to open a small bread shop in 1995, which they
named Levain Bakery.
One day, they created an ultimate chocolate chip walnut cookie
to give them energy while training for a triathlon. They decided to
sell a batch in their bakery, and they flew off the shelves. An
icon was born. The cozy shop on West 74th Street became a
neighborhood favorite and a destination for epicurious travelers
from around the world.
From the start, they baked everything fresh on-site each day and
donated the day’s leftovers to charity each night, actions that
remain solidly in place almost 26 years later. Levain Bakery now
has nine locations with more to come, e-commerce gift boxes, and
most recently made its debut in grocery stores with the launch of
Levain Bakery frozen cookies.
For more information and updates, please visit
www.levainbakery.com or follow @levainbakery on Facebook, Twitter,
and Instagram.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220203005210/en/
Katie O’Rourke Director, RRD Corporate Communications
media.info@rrd.com 312.326.7168
RR Donnelley and Sons (NYSE:RRD)
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