What was needed
A new, creative way of engaging with High Street Bakers to raise awareness the sales opportunities for American style bakery such as muffins, cookies and donuts and to drive sales of Dawn products.
What we did
Working as an integrated team with Dawn and its design agency, we devised a campaign using an American road trip theme, including the launch of the first National American Sweet Bakery Week and a promotion to increase sales of relevant Dawn products. Tactics included editorial, advertising, promotional activity and social media around ‘The Great American Road Trip’.
In year two we delivered the second National American Sweet Bakery Week and 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.
What happened next
Impressive coverage in the key trade press with Dawn’s share of voice versus its main competitors growing year-on-year. Dawn now has more than 4k followers across its B2B social media platforms, resulting in significant engagement with their audience to drive awareness and sales.
We are now in year four of this campaign which continues to engage and deliver for Dawn Foods.