
Job to be done
Launch Signature Fruit Danish, Schulstad Bakery Solution’s (SBS) delicious new range of premium pastries, into convenience retail, foodservice and wholesale, driving excitement that will encourage trial and purchase.
Strategic approach
Leverage the natural news opportunity that the SBS Signature Fruit Danish NPD presents to launch a coverage-generating news campaign that highlights SBS’s innovation and quality credentials.
Creative
- An NPD press release backed up by fresh consumer insight research to highlight the opportunity that premium Danish pastries with visible fruit pieces present to hospitality operators, wholesalers and convenience retailers.
- We leveraged the development team to secure wider opportunities in addition to the news pages to maximise the campaign and position SBS as the experts in the bakery category, offering trends insight and added value advice as to how operators can drive sales.
- Content lived omnichannel, working for the SBS social channels and newsletter content as well as for earned media.
Results
- 15 pieces of coverage in top tier catering, wholesale and independent retail trade titles such as The Caterer, OOH, Pub & Bar, Wholesale Manager, British Baker and Asian trader.
- Coverage spanned product rounds up, feature inclusions with campaign photography featuring as the hero imagery and a profile piece of the product developer.
- Coverage delivered a combined circulation of 310,833, with an OTS of 527,619