PRSA Colorado is highlighting case studies from the recent Gold Pick Awards. Linhart Public Relations won a Gold Pick in the category of Integrated Communications for Consumer Products.
Summary of the Situation:
In January 2008, research from The Hartman Group showed that nearly 75 percent of consumers had tried organic foods. In addition, nearly 30 percent were consuming organic foods on a monthly basis. Organic bread purchases were on the rise; however, purchase decisions for bread remained a price- and taste-driven decision for most consumers.
Nationwide, organic bread household penetration was at nearly seven percent. Rudi’s Organic Bakery (Rudi’s Organic), specifically, had only slightly more than one percent household penetration, presenting an immediate opportunity to increase penetration both for Rudi’s Organic and organic baked goods in general. Rudi’s Organic was challenged by its parent company, Charter Baking, to increase sales by 20 percent in Colorado in the Summer of 2008 by generating brand awareness, trial and conversion with organically inclined moms and families with kids 12 and under.
Through research, the team learned 60 percent of Colorado parents try to avoid high fructose corn syrup (HFCS), but only 23 percent were aware that packaged sandwich breads often contain the artificial ingredient. Based on this research, the team baked up a highly visible, integrated communications campaign focused on educating Colorado families about what’s really in bread that not only utilized PR support, but also print and TV advertising; sampling, point-of-purchase education, couponing and a promotional consumer event.
Strategy and Tactics:
The combined PR efforts, which included distribution of a news release focused on the survey findings; an event where consumers could trade in their ‘fake’ bread for a free loaf of Rudi’s Organic; and participation in a back-to-school
co-op sampling tour, generated broad-based media coverage in Colorado.
The creative team developed a ‘Fake Bread’ concept that focused on the inclusion of HFCS and other artificial ingredients in conventional bread and that presented Rudi’s Organic in a fun, friendly approach and tone. For instance, a TV spot featured works at a fictitious bread company boasting that their product is “baked with love,” as viewers watch them mix in such ingredients as azodicarbonamide.
Lastly, a comprehensive sampling schedule got moms and kids trying Rudi’s Organic breads while shopping, on the soccer field, at the gym, and at community events. Knowing that the bread category is also price-sensitive, moms who sampled the bread also received a $2 off coupon for a loaf of Rudi’s Organic.
Results:
Sales of Rudi’s Organic Bakery increased 20 percent in Colorado during the campaign, amidst increasing commodity costs and a declining economy, and are still up to this day. In addition, post-campaign survey results revealed a remarkable 50 percent increase in Rudi’s Organic unaided brand awareness, and a 36 percent increase in aided awareness. And, the proportion of Colorado parents with kids 12 and under that think packaged sandwich bread often contains high fructose corn syrup rose from 23 to 28 percent. Lastly, the campaign prompted a Rudi’s Organic competitor, Bimbo Bakeries, to announce it was reformulating all of its Oroweat bread, buns and rolls to no longer include high fructose corn syrup.