Jacob Hawkins, account supervisor, Ogilvy Public Relations Worldwide (Atlanta)Placement
The Food Network's Unwrapped (August 23, 2010)Pitch timeline
14 monthsWho is your client and what are its media goals?
Our client is Great American Cookies, which is owned and managed by Atlanta-based Global Franchise Group. It has around 300 mall-based locations in the US and abroad. Our task is to generate local and national coverage of the company and its products in order to boost public awareness, drive traffic to stores, and attract potential franchise owners.Unwrapped is a popular Food Network show, but why was it right for your client? How did you pitch its producers?
Unwrapped not only reaches the family audience Great American Cookies wants to target, but it's also very visual and process-oriented, making it ideal to showcase its cookie-dough production facility.
We had worked with High Noon Entertainment - the production company that plans and produces Unwrapped - in the past and initially pitched the idea of a show on classic American mall fare. They had just wrapped up production, but we stayed in contact with them by phone and e-mail for around eight months until they decided to use Great American Cookies in a program focused on "super-sized" foods.Unwrapped does location segments primarily. Did that present logistical challenges for you?
Not at all. High Noon works with a network of local cameramen and producers for its location shoots, so it was relatively easy to nail down a day last December when they could visit the Great American Cookies batter facility in Atlanta and then go to a nearby mall to film the in-store process and customer experience. In addition, we media trained executives at Great American Cookies and worked closely with the producers to develop the shot list and script/Q&A.What was the hit's impact?
The Unwrapped segment on Great American Cookies was nearly five minutes long and aired three additional times in the following weeks. In addition, we were able to leverage the Unwrapped piece to generate coverage of the company in the Atlanta Business Chronicle, Atlanta's local NBC affiliate, as well as the Atlanta Journal-Constitution. All in all, the client was very pleased with our work.