CASE STUDY: Einstein Bros. and National Bagel Day
HOW DO YOU USE A NATIONAL DAY TO CREATE HUGE BUZZ?
National Bagel Day is the holy grail of holidays for Einstein Bros. Bagels, the nation’s leading bagel house with more than 700 locations in the United States. In 2019, to celebrate this important holiday, Einstein Bros. offered a free bagel with purchase. How do you create interest in National Bagel Day by incorporating health trends?
We targeted both national and local media, including 55 designated market areas (DMAs). We also targeted short-lead national outlets focusing on national day round-up deals, food, women’s health and men’s health. In local markets, we utilized local spokespeople and coordinated a number of local TV appearances across multiple DMAs to spread the word of National Bagel Day.
In total, the campaign garnered nearly one billion media impressions (and that’s without multipliers, a measurement practice that Snackbox does not subscribe to!).
National placement highlights include USA Today, Delish, Thrillist, Bustle, Elite Daily, MSN.com and PureWow. From a local perspective, we secured placements in major daily publications including The Baltimore Sun and Chicago Sun Times.
Compared to 2018, National Bagel Day 2019 gained 33 percent more placements and netted 430 percent more media impressions than the previous year, before Snackbox was named Einstein Bros. Bagels agency of record.