Build Brand Awareness in Colorado by Educating Families About Bread

Challenge:
Help increase awareness for, and trial of, Rudi’s Organic Bakery products with organically-inclined consumers in Colorado as a test for a larger, national campaign.

Strategy & Action

• Conduct a pre-campaign online survey of Colorado parents to determine a benchmark for 1) consumers’ understanding of high fructose corn syrup and its inclusion in most conventional breads, and 2) Rudi’s Organic consumer brand awareness
• Highlight Rudi’s Organic as the Colorado-based, organic pioneer that has been baking breads with   ingredients moms can feel good about for more than 30 years
• Educate Colorado consumers that most conventional breads contain high fructose corn syrup, preservatives and other chemicals
• Linhart PR coordinated a “Get Real Bread” event at a local grocery store in which consumers were invited to trade in their conventionally-produced breads for a FREE loaf of Rudi’s Organic Sandwich Bread
• Linhart PR conducted outreach for The Lunchbox Tour, a co-op sampling tour focused on educating parents about packing healthy and tasty lunch boxes during the back-to-school season

Results

• Post survey revealed an increase in Rudi’s Organic with Coloradoans with kids 12 years old or younger in their house rose from 22 to 30 percent
• Anecdotal feedback fron consumers, retailers and industry professionals, as well as sales increases and coupon redemption, point to increased Rudi’s Organic brand awareness and trial
• To date, media outreach has generated more than 5 million consumer media impressions