The Sara Lee Soft & Smooth Great Whole Grain Giveaway was launched to educated moms about the benefits of whole grains and make a positive effect on the nation's whole grain consumption. Parents were encouraged to "Do the Switcheroo," ideally with Soft & Smooth bread.
Sara Lee planned to give away 2.5 million loaves of bread.
OHC saw the sampling program as a great opportunity to educate and build relationships with moms — a stunning 73% of mothers mistakenly identify their wheat bread as 100% whole wheat.
Our solution: reach moms every-where in a fun and educational way.
Sara Lee distributed straight-forward information about the whole grain content of its product portfolio including its white bread varieties - an industry first.
This information was delivered to influential registered dietitians and reporters.
We kicked off the Joy of Lunchboxes Road Trip in Chicago followed by visits to festivals and retail events in eight key markets where we reached more than 400,000 consumers. The Road Trip educated moms and kids about how to decipher nutrition labels and build a "trade-proof" lunch — one that kids will actually eat.
We participated in an innovative partnership with Café Mom, a leading online social network site for mothers, engaging more than 25,000 moms and generating more than 600,000 impressions.
Sara Lee's branded website, www.thejoyofeating.com made available whole grain bread information with the Whole Grain-O-Meter.
The campaign finale was The Soft & Smooth Switcher: Take Your Whole Grain Sandwich to School Day, when we encouraged parents to send their children back to school with a whole grain sandwich. We generated broadcast coverage in more than 210 markets with our HUGE "Switcher" message in a Kansas wheat field.