The coronavirus changed the way people shopped for groceries, and King Arthur Baking Company was no exception.

The 230-year-old company had one of the hottest pandemic commodities: flour. And while it did face huge supply chain constraints early last year, King Arthur has been able to see historic sales growth and consumer behavior changes. On the Modern Retail Podcast, Bill Tine, vp of marketing, spoke about all the curveballs thrown at the company over the last year -- as well as why it decided to rebrand from a flour company to a baking company last summer

King Arthur’s marketing approach was upended overnight when the country went into lockdown. Over the last five years, he said, the brand has “built out essentially our own media company.” It published recipes, partnered with influencers and focused on growing its audience. Some of that was in person at its own baking schools. While King Arthur’s marketing strategy didn’t necessarily change during coronavirus, the underlying system did.

“When Covid hit and people really shifted their media consumption, we were a place to turn to because we had a lot of assets already in place,” Tine said. “We had a team internally of bakers that could create [content] at home with their iPhones. And I think having that in-house was something where we’re able to really react quickly.” Indeed, King Arthur’s website got over 60 million unique visits in 2020.

Reacting quickly helped boost King Arthur’s sales. Most grocery stores sold out of essentials like flour during the early days of the pandemic. With that, more people bought all-purpose baking items on King Arthur’s website. The online business doubled over the last year, and Tine thinks that momentum is going to remain.

For now, the focus is on staying relevant with its customers. “One of the things that we really hone in on and rely on is the consumer insight for what the consumer wants,” he said.