Knead for Speed

GAIL’s is a neighbourhood bakery known for its standout bread and pastries, and strong local following. In summer 2024, it launched its first national run club, using movement and morning routines as a natural way to introduce new products. 

The aim was to introduce Babka, Cardamom buns and seasonal specials in a way that didn’t feel like a launch. No hard sell, just something people genuinely wanted to be part of and come back to. It needed to feel unmistakably GAIL’s, rooted in the community and never overly polished. 

The run club grew from that thinking, with content that felt just like the experience,  lo-fi, in the moment, and centred around real people.

Across launch, the activity generated 375K impressions, 6.3K engagements and a 1% average engagement rate across 9 posts. More importantly, people didn’t just scroll past,  they saved the posts, showed up, and kept coming back.

The Knead for Speed launch post led on reach, delivering 105K impressions and the highest number of saves (121), signalling clear intent to attend. Influencer content, particularly from Emily Jane Fairs, drove stronger engagement, proving the value of credible, personality-led storytelling. Meanwhile, run-day clips and vox pops reached fewer people but delivered higher engagement rates, showing that the least produced content often resonates the most. 

No big campaign moment or forced product push, just a simple idea done well. Give people a reason to show up and the brand follows.