Dewey’s Bakery has been around for more than 90 years; it began life in 1930, serving up sweet and savory baked treats to customers in Winston-Salem, North Carolina. Then in 2006, former Krispy Kreme CEO Scott Livengood purchased the brand and expanded it to offer branded cookies, retail bakeries, and contract manufacturing.
In 2020, investment funding from Livengood, private equity outfit Eurazeo, and new CEO Mike Senackerib enabled the company to further its growth plans, which included taking the regional brand to the national level. Dewey’s Bakery enlisted experts at Little Big Brands (LBB) to formulate its strategy and reinvigorate its brand’s look and messaging (including the packaging) to help the long-standing brand stand out on crowded shelves.