J.m. Smucker Promo BAKE, BATTER & ROLL by Ogilvy & Mather Toronto

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Canada
Agency Ogilvy & Mather Toronto
Art Director Nadine Prada, Valentine Makhouleen
Copywriter Chris Dacyshyn, Maxinne Abuyuan
Photographer Robyn Vickers
Account Supervisor Jennifer Lee, Anchie Contractor, Vanessa Chibba
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: ROBIN HOOD FLOUR
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: OGILVY & MATHER, Toronto, CANADA
Chief Creative Officer: Janet Kestin (Ogilvy Toronto)
Chief Creative Officer: Nancy Vonk (Ogilvy Toronto)
Copywriter: Chris Dacyshyn (Ogilvy Toronto)
Art Director: Nadine Prada (Ogilvy Toronto)
Account Director: Kristi Karens (Ogilvy Toronto)
Account Supervisor: Jennifer Lee (Ogilvy Toronto)
Account Supervisor: Anchie Contractor (Ogilvy Toronto)
Photographer: Robyn Vickers
Account Supervisor: Vanessa Chibba (Ogilvy Action)
Senior Account Executive: Naomi Slan (Ogilvy Action)
Managing Director: Mike Giamprini (Ogilvy Action)
Store Design: (Fitch)
Copywriter: Maxinne Abuyuan (Ogilvyone)
Chief Creative Officer: Carlos Garavito (Ogilvyone)
Art Director: Valentine Makhouleen (Ogilvyone)
Media: (Mindshare)
Media placement: Magazine Ad - Canadian Living - October 2009
Media placement: Microsite - On Robinhood.ca - October 2009
Media placement: Store Opening - Toronto - October 31, 2009
Media placement: Mall Tour - Across Canada - November 2009
Media placement: PR - Across Canada - Oct/Nov 2009
Media placement: Banner Ads - On Various Websites - October 2009
Media placement: E-Blast - Emails To RH Database - October 2009
Media placement: Newsletters - Newsletters To RH Database - October 2009

Describe the objective of the promotion.

Robin Hood Flour has been a Canadian baking staple for over 100 years. For our anniversary, we wanted to find a unique way to thank mums for choosing Robin Hood, while growing the flour category, which we dominate. So we created Bake Batter and Roll, a magical experience designed to help mums ignite a passion for baking in their children and keep the tradition of baking going strong. At the heart of this experience was the Bake, Batter and Roll Bakeshop.

Describe how the promotion developed from concept to implementation
Bake, Batter and Roll was a free, month-long Robin Hood-branded bakeshop. Located in Toronto, this whimsical place was designed to let imaginations run wild. Mums and their kids chose from 6 wildly imaginative recipes and a team of knowledgeable staff helped make it all happen. The shop offered 1,200 seats on a first-to-sign-up basis and was sold out within days. Through our fun-filled online bakeshop and our multi-city mall tour, we extended the Bake Batter & Roll experience to all of Canada. A mix of traditional media, online and PR was used to promote the program.

Describe the success of the promotion with both client and consumer including some quantifiable results
The bakeshop was sold out in days, with a 760-person waiting list and fights broke out among mums who couldn’t get in. Our online bakeshop had consumers spending 62% more time at www.robinhood.ca and 4,800 took part through our mall tour. We received coverage on most major Canadian TV networks, including several live on-site segments. Through paid and unpaid media, the program generated 44 million impressions. During the 3 months we were in market, Robin Hood saw significant growth in their very dusty flour category and this made for some phenomenal sales results, which we are not allowed to disclose.

Explain why the method of promotion was most relevant to the product or service
This program launched during the deepest part of Canada’s recession and was particularly in tune with our consumer at the time. Mums were leading a return to traditional family values, spending more quality time with the kids and looking for more affordable ways to treat them. By helping moms ignite a genuine passion for baking in their children, Robin Hood gave back to consumers, at a time when they needed it most. Bake Batter & Roll revived a sleepy brand and got people talking about Robin Hood Flour in a way they’ve never talked before.