RANDOLPH, MA: Baskin-Robbins is launching an integrated marketing campaign to promote Cake Treats, its new line of mini-cakes. Boston-based Schneider & Associates has been tapped to manage PR.
Schneider is in the midst of a three-week-long drop-off of Cake Treats samples to media and television shows, such as The View and Today.
"We want to make sure Cake Treats are really in consumers' minds for holiday entertaining," said Julie Hall, a Schneider VP.
Schneider earlier this month released results of the Baskin-Robbins Piece of Cake survey, which asked 1,000 people which candidate would make winning the election "look like a piece of cake." Like most national polls, the Baskin-Robbins poll showed an almost even split: 52% said Kerry; 48% said Bush.
Schneider had done regional work for Baskin-Robbins in New England this summer and was hired to handle national PR in the early fall, Hall said. The agency's experience in relaunching established brands made it a good fit for the company, said Maria Feicht, Baskin-Robbins director of brand excitement.