Bang in the Middle wins communications mandate for Au Bon Pain

Bakery café chain Au Bon Pain has brought on board Bang in the Middle following a review of its communication duties that included many well established names from the advertising industry. The incumbent agency is L&K Saatchi and Saatchi.

Au Bon Pain has already rolled out its new menu with work done by Bang in the Middle. Au Bon Pain has 24 cafes across Kolkata, Bangalore and Gurgaon.

Manish Tandon, CEO, Au Bon Pain, commented, “We are at a new and exciting phase of growth and are expanding both our offering and reach for which we needed a creative communication 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.”

On winning the business, Naresh Gupta, Managing Partner, Bang in the Middle, said, “It is a matter of tremendous pride to win Au Bon Pain. The brand has a very interesting approach and we feel that with its time we fell in love with what Au Bon Pain has to offer.”