Escalate worked with Sara Lee to teach moms about how their new bread, Soft and Smooth emphasizes the importance of 100% whole wheat and its benefits. Using an integrated approach centered around a multi-city tour, we engaged consumers on a one-to-one grassroots basis to spread the word about better bread with a multitude of activities.
The activities included:
Professor Bread: Professor Bread was the MC throughout the event and conducted PBJ making contests and Brain Quizzes on his stage. 3 winners of each contest were awarded coupons to receive 6 month supplies of Sara Lee Soft and Smooth.
Bread Challenge: This replica of a real live grocery store shelf displayed a number of products, both Sara Lee and not and allowed consumers to guess if the bread they buy at home was 100% whole wheat. On hand stood a registered dietician to answer any questions they may have had.
Kids Area: Kids were able to participate in the activities by having the opportunity to decorate lunch bags on site for their mother’s to pack their 100% whole wheat sandwiches in.
Pledge Forms: Parents were asked to Pledge to use 100% whole wheat for their children’s lunch at the start of the school year. The pledges were placed in a box, and pulled from random was one winner of 6 months worth of bread.
Creative Lunch Idea: Parents were asked their most creative idea on how to get their children to eat healthy – the winner one free coupons of Sara Lee Soft and Smooth coupons.
The lunch box tour traveled 8 markets, 31 event days and spread the healthy word of whole wheat to local communities.
The tour took part in a number of local events and consisted of a variety of educational, hands on activities as well as sampling whole loaves of bread.
A total of 40,000 loaves were given out over the 8 weeks.
We drove moms to a Sara Lee branded site with recipe and healthy eating tips as well as videos of how-to’s for making.