Challenge
Dave’s Killer Bread bakes and distributes whole grain bread products throughout the U.S. at leading grocery stores and local organic markets. The challenge was that they wanted more brand and consumer awareness, and more brand recognition of Dave’s Killer Bread throughout the West in regions it serves and in new markets. The company wanted to create buzz around its expansion into Safeway and other major supermarkets, targeting various regions with tasting demos and inspirational speaking engagements by Co-founder, Dave Dahl.
Scope of Work
Public relations campaigns were developed and launched to create buzz and drive public awareness of the supermarket demos and the fact consumers can now get the “killer” whole grain breads in their area. The goal was to drive media coverage in each target region. The PR campaigns touted the fact Dave’s Killer Bread was sold at Safeway stores as well as promote the major distribution channels where it is offered to consumers, including major supermarkets such as Costco, Whole Foods, and others. In addition, a speaking program was developed in each region where Dave Dahl, Co-Founder of Dave’s Killer Bread, presented for hundreds of detention centers, prisons, alternative high schools, Rotary clubs and related business groups, telling his story of redemption and ultimate success.
- Media kit development
- Public relations strategy and council
- Media relations
- Trade show promotions
- Press release campaigns / Proactive media pitches
- Speaking program
- Media interview facilitation
- Crisis communications
- Reputation management / tracking
Results
- Featured in over 75 media blogs, articles, magazines, TV show interviews
- 21 feature articles
- Scheduled and promoted speaking program / Media relations, interview facilitation
- Strategic public relations planning
- Public relations program management and outreach (ongoing)