Bruegger's enlivens National Bagel Day tie-in

Last year, Bruegger's launched an ongoing marketing campaign positioning the company as selling "America's Best Bagel."

Client: Bruegger's (Burlington, VT)

Agency: SPM Communications (Dallas, TX)

Campaign: Bruegger's Birthday Bash

Duration: January 12 - February 9, 2011

Budget: about $10,000

Last year, Bruegger's launched an ongoing marketing campaign positioning the company as selling “America's Best Bagel.” On National Bagel Day in February 2010 Bruegger's and AOR SPM Communications surveyed Facebook fans and emailed subscribers about their favorite bagels, and ultimately grew the Facebook fan base from about 5,000 to more than 100,000. Scott Colwell, Bruegger's CMO, says the company was looking to develop a fresh iteration for National Bagel Day (on February 9 this year) to continue to drive online interaction and also increase in-store traffic in 300 bakeries across the country.

“Our birthday is February 8, and we wanted to expand Bruegger's America's Best Bagel campaign by celebrating our birthday in combination with national bagel day,” Colwell adds. “The concept was to celebrate by giving customers a chance to try free bagels on our birthday.”

Strategy

To drive in-store traffic, this year's survey of Facebook fans and email subscribers included a coupon redeemable for three free bagels on National Bagel Day for everyone who completed the survey.

“Our Facebook fans are very loyal,” Colwell notes. “They're constantly commenting and they like to communicate to their friends via Facebook. By promoting on Facebook, we're able to leverage our fans communicating messages to their friends.” 

Media and blogger relations, as well as ads and in-store materials, also drove awareness.

Tactics

The survey was posted on Facebook and sent to email subscribers on January 12. Blogger and media relations followed.

SPM Communications director Tracy Aiello says targets included local TV stations and newspapers in all markets, deal bloggers, and food bloggers. 

Results

Colwell reports store traffic doubled on February 8 compared to February 1. More than 70,000 people redeemed the coupon, and more than 200,000 bagels were given away.

Between January 12 and February 8, Facebook fans increased by almost 25,000 to 140,081, and email subscribers increased by more than 15,000.

Aiello reports TV news coverage spanned in 14 markets, with the campaign mentioned 29 times on 17 local news programs. More than 200 stories total ran in outlets such as Orange County Register, Long Island Press, Babble.com, TheFrugalGirls.com, Gather.com.

“We exceeded expectations on the number of guests we drove and impressions,” Colwell notes. “We had a very positive customer response, and employees had a lot of fun. We're very pleased with the role PR plays in building our brand and business.” 

Future

The team will continue working together. Upcoming promotions include a blogger contest, which is being planned for later this year.

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