GFF, a trade association that represents bakers and millers, is trying to promote bread and whole grains as part of a healthy diet. GFF will ask consumers to vote for their favorite sandwich as part of National Sandwich Month in August. The campaign will run through November, National Bread Month.
Idea: Since the low-carb craze has faded, GFF's goal has been to educate consumers that bread is a needed part of any healthy diet. "We'll do targeted outreach to moms, talking about the importance of a healthy lunch for kids and tips on packing a healthy sandwich," said Tony Labriola, SVP at Mullen. The School Nutrition Association will provide school administrators with "backpack brochures" to give to kids, further emphasizing the message of healthy lunchtime eating and bread's potential role in that.
Tools: GFF has partnered with Kroger grocery stores, which will feature 2,500 point-of-sale ads touting the virtues of the sandwich. Dave Lieberman, a celebrity chef on the Food Network, is promoting the effort with a Today spot on August 22. GFF is also running a contest for consumers to win a trip to Sandwich, Kent in England, the sandwich's supposed birthplace. Representatives are also meeting with state senators to talk about what their favorite sandwiches are and teach them how to make them healthier.
Measurement: "We will be looking at entries to the contest at www.grainpower.org, as well as media impressions," Labriola said. "Through our partnership with Kroger, we'll also [see] how bread sales have lifted since the campaign [launch]."
Organization: Grain Foods Foundation (GFF)
Campaign: America's Healthy Sandwich Showdown
PR team: Mullen
Other marketing: print ads in Family Circle, Fitness, Ladies' Home Journal, and Parents
Launched: August 8, 2006