Bread Foundation Case Study

Background/Challenge
The Atkins diet created the low-carb phenomenon. Bread became the scapegoat for all the
Nation's diet woes. The Grain Foods Foundation decided to fight back.

Key Insights
People love bread but they didn't know of the nutritional benefits associated with bread. We just needed to provide consumers with rational permission to consume a product they already love

Strategic/Creative Solution
With a common-sense platform supported by real science, we gave bread a voice. This rational argument was fueled by a creative program that was at once disarming and appetizing - subtly combining mouth-watering images of America’s favorite food with health-based messages.

Media Solution
The media strategy was designed to magnify the size of our public relations campaign by
delivering an impact greatly in excess of the dollars fueling it - less than $4MM encompassing PR, media, Web and guerilla marketing and professional outreach. Given the limited budget,
two larger-than-life advertising campaigns marked the launch in NYC and Washington, DC,
creating the aura of a major national program. During the launch period, we took over Times Square and downtown DC with high-impact OOH executions designed to drive and focus
national and local media attention. We called it our “Media Magnification” strategy.

Results
The PR coverage generated by the campaign launch translated into 229MM print and online impressions and more than 55MM broadcast impressions in the first year. Retail partners such as Kroger’s supermarkets have deployed our point-of-sale materials and realized lifts of up to 10% in commercial bread sales.
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
CD: Me, Jim Hagar  AD: Jim O'brien, Silver Cuellar  CW: Jeff Baxter, Brooks Jackson
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