Promo - May 2008 - (Page 15)

The Players Amy Johannes EXPERIENTIAL Toaster On Wheels In the old days bakeries used to make home deliveries for bread. Mrs Baird’s Bakeries is sort of reviving the tradition in celebration of its 100th year in business. A silver Scion resembling a toaster to get consumers to sample its products will be making stops in seven markets through the end of the year. Venerable bakery takes vehicle on seven-market tour Mrs Baird’s is turning to tactics other than TV advertising in the face of rising wheat prices and a buckling economy. “Because we’re in a market that has commodity-driven prices, we want to keep consumers aware of our products,” Quiros says. “When you emotionally connect with a brand, you are more likely to purchase it.” The tour, which kicked off in the Dallas-Fort Worth area in March, is stopping in Austin, TX, Mrs Baird’s is building brand awareness San Antonio, TX, and Kansas City, MO, with a makeshift toaster vehicle in part hitting such events as fairs and rodeos to celebrate its 100th anniversary. this month. Other stops during the year While its core target is females 24-60, its product sampling draws larger crowds include Lubbock, TX, Tulsa, OK, and of kids to older adults. Bentonville, AK. Mrs Baird’s sales force is using a second vehicle to support trade/retail accounts and also as an internal sales incentive. Reps who meet certain targets will get to drive the kitschy toaster around town. “You’d be amazed how many people become your friends when you are driving that car,” Ryan jokes. Founded in 1908 by Ninnie L. Baird, Mrs Baird’s is now a division of Bimbo Bakeries USA. The company operates 15 bakeries and distributes other brands including Oroweat, Bimbo, Tia Rosa, Entenmann’s, Thomas’ and Marinela. The bread maker this month is also running a cause-marReps manning the “Toaster on Wheels” at each location keting campaign called “Pass the Bread.” A portion of May are handing out thousands of samples of the regional brand’s bread sales will go toward in-kind donations of bread to local sweet goods and bread, topped with cinnamon and sugar, food banks, valuing up to $500,000. butter or cheese, as well as coupons. The campaign also includes a gift-with-purchase promo“We found you need to take the brand outside of the store, tion later this month running through August. People who outside of traditional media, as well as get in people’s faces buy six packages of hot dog or hamburger rolls will receive a where they are not expecting to see branding and make it part free barbecue set, of which 10,000 will be available while supof the community,” says Ellen Quiros, senior brand manager plies last. Shoppers enter codes from the products at www. for Mrs Baird’s. MrsBairds.com to qualify for the offer. The vehicle features a 27-inch screen and audio system, “Building the brand at the community level is what the which plays a reel of Mrs Baird’s TV commercials. brand is all about,” Quiros says. “Mrs. Baird started out by “It’s another way to deliver a brand experience,” explains giving bread to her neighbors and that’s what we continue to P Yvonne Ryan, account director, Moroch Partners, Mrs Baird’s do. The neighborhood has just gotten bigger.” l agency of record, which is handling the tour and anniversary campaign. “It’s about that one-on-one connection.” For more articles on experiential marketing, go to W http://promomagazine.com/eventmarketing/ The effort represents about 20% of the company’s marketing budget this year, Quiros estimates, declining to Newsletter RSS Conference reveal specifics. That amount is double what the company Web Webinar Podcast typically spends on vehicle marketing in a year. Promo / WWW.PROMOMAGAZINE.COM / February 2008 Promo / WWW.PROMOMAGAZINE.COM / May 2008 15 http://www.MrsBairds.com http://www.MrsBairds.com http://promomagazine.com/eventmarketing/ http://WWWW.PWR.OMOMPROMOMAGAAZGIANZEI.NCEOM.COM

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

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