afaqs! news bureauPublished: 18 May 2016, 12:00 AM

Bang in the Middle wins Au Bon Pain's account

Previously, L&K Saatchi & Saatchi worked on the account.

Bakery cafe Au Bon Pain has assigned its integrated duties including mainline, digital, and retail to the Gurgaon-based agency Bang in the Middle. The account was won following a multi-agency pitch.

Bang in the Middle wins Au Bon Pain's account

As part of the mandate, the agency will help the brand gain the kind of traction that it requires for its growth and expansion plans with respect to its offering and reach. L&K Saatchi & Saatchi has earlier worked on the account.

Bang in the Middle wins Au Bon Pain's account

Commenting on the win, Naresh Gupta, managing partner, Bang in the Middle, says, "It is a matter of tremendous pride to win Au Bon Pain. The brand has a very interesting approach and we fell in love with what Au Bon Pain has to offer."

Manish Tandon, CEO, Au Bon Pain, adds, "We are at a new and exciting phase of growth and are expanding both our offering and reach for which we needed a creative communications partner that could work closely with us to make this happen. Bang in the Middle brought in strategic clarity and backed it with truly out-of-the-box creative execution. The task for Bang in the Middle is to ensure the brand gets the traction it is seeking."

The agency has already worked on and helped the company roll out a new menu for its customers.

Au Bon Pain is a bakery café chain that claims to have 24 cafes across Kolkata, Bengaluru, and Gurgaon. It serves breakfast, lunch, and dinner including soups, salads, sandwiches, and beverages. New additions to its menu include dishes like Croi-Mosa, Conewich, and Keema Kouign Amann.