Dawn Foods American Bakery Campaign

Objectives

Leapfrog PR has worked with Dawn Foods, the leading bakery ingredients and frozen sweet bakery products manufacturing on its Authentic American Bakery Campaign for three years. The aim is to raise awareness among high street bakers of the sales opportunities of American style bakery such as muffins, cookies and donuts and in turn to drive sales of Dawn products.

Strategy

We implemented a campaign including editorial, social media, advertising and live promotional activity targeting high street bakers in a new way.
We established Dawn’s first Twitter and Facebook pages to communicate with bakers, using hashtags and photography to create a two-way interaction between bakers and the Dawn brand using an American road trip theme.
Alongside this, we launched the first National American Sweet Bakery Week, a promotion that encouraged bakers to drive sales of American-Style bakery goods using Dawn Products.

Tactics

Leapfrog implemented an integrated campaign combining editorial – particularly targeted at British Baker magazine – advertising, promotional activity and social media based on the theme of ‘The Great American Road Trip’. Bakers were encouraged to visit a dedicated website for recipe ideas and theming for their business and also a chance to win a trip to New York. This was supported by editorial and social media engagement.

In year two we expanded the campaign to include a ‘virtual blogger’ who reported on trends across the USA and bakers were able to enter a competition to win £10,000 worth of bakery equipment, offered in partnership with Mono Bakery Equipment.

We also launched the second National American Sweet Bakery Week, a promotion that encouraged bakers to drive sales of American-Style bakery goods using Dawn Products.

This was supported by a sustained editorial and social media campaign to launch new products and also to position Dawn as leaders in the bakery market through expert feature comment.

Results

Impressive press coverage in the key trade press that has grown year-on-year with Dawn’s share of voice versus its main competitors increased.   Leapfrog started Dawn’s social media presence from scratch in 2014 too and now have more than 1000 followers on Twitter alone and engagement with end users to drive awareness and sales.