Arnold Breads

Arnold Breads healthy sandwich challenge creates brand communities through experience

cs-arnold-orig
Challenge

  • Position new Arnold Natural Breads as healthy and great-tasting
  • Build acceptance of Arnold Breads regional brand name change and formula adaptation
  • Support retail sales efforts in four key markets – Chicago, Detroit, Philadelphia, Minneapolis

Insights

  • To transfer brand loyalty to new Arnold Breads line, consumers need to experience taste for themselves

Strategies

  • To generate awareness and trial of “new” brand, MMC created “Arnold Healthy Sandwich Challenge”: to find “Official Arnold Healthy Sandwich” in each city. Local taste-off events provided essential local news “hook” and connected consumers to product
    • Registered dietitian Christine Palumbo provided credible endorsement of product’s natural ingredients and nutritional analysis of contestants’ sandwiches
    • Parnerships with local delis, fire departments ignited grassroots enthusiasm, media excitement

Success

  • Arnold Healthy Sandwich Challenge led to Naturals line’s net gain of 32,000 units per week, post-launch
    • Surpassed media impressions stretch goal by more than 30%
    • 40 million-plus targeted print, broadcast, radio and online impressions
    • Strong branded coverage on Good Day Philadelphia, Showcase Minnesota, Fox News Chicago, Detroit Free-Press, Minneapolis Star-Tribune, Philadephia Inquirer

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