The Case: Bigger Than a Bread Box
What can you do with 150-year-old bread? That was the basic question posed to San Francisco-based Shinoff Group when it was hired by Boudin Bakery in January 1999 to help
promote the outfit's 150th anniversary.
The challenge: Boudin was a homegrown establishment and didn't have a whole lotta dough (er, cash) to throw around. A budget of about $200,000 would have to cover both PR and
ad costs.
Key Ingredients
Boudin Bakery (which also operates casual dining cafés around town) was founded in 1849 by French immigrants during the height of the Gold Rush and was the first bakery ever to
meld sourdough and French bread baking techniques - a little known claim to fame. A poll of area residents found that customers were inclined to connect with a company with deep
roots in San Francisco. Based on this research, the agency established the following goals for the anniversary campaign:
- Personalize the Boudin brand by focusing on its San Francisco roots and traditions; promote it as a unique product with a unique history.
- Increase café and bakery store sales, differentiating Boudin as "the original sourdough bakery." Underscore that it is a healthy food with no preservatives or artificial
ingredients. - Use the anniversary angle to bolster interest in new café launches.
- Target tourists, making Boudin a "must-see, must-do, must-eat" experience.
The campaign kicked off in spring, although signature anniversary events were held until the end of tourist season (October), at a time when local residents would return to
Fisherman's Wharf. "Our goal was to gain recurring business from local shoppers and business people," says Paul Shinoff, president and founder of the eponymous boutique
agency.
In the Oven
The Shinoff team began courting long-lead food and travel magazines in March of 1999 by delivering care packages of holiday breads. The first shipment: a St. Patty's Day
"shamrock" shaped sourdough. (Breads shipped later in the year would morph into turkeys and Santas.)
The first round of press kits alerted editors at Gourmet, Condé Nast Traveler and other national pubs that anniversary events would occur later in the fall.
In summer, local TV and print journalists were invited to private tours of the Boudin bakery. Touting the theme "Mystery of the Mother Dough," the tour gave reporters a chance
to witness the bread-making process first-hand. "It's a very visual process. It's all done by hand, and the bread is prepared lovingly and carefully by a small group of bakers
who've been doing this their whole lives," Shinoff says. Reporters were charmed - and fed. Around the same time, a new café opening inside a Macy's department store proved
fertile ground for additional anniversary pitches to food and restaurant media.
Chef D'Oeuvre
Anniversary events held over a 10-day period in October centered around Boudin's Fisherman's Wharf location (which was decked out in balloons, bunting and a tent, with a
historical display of company archival photos). Among the finale highlights:
- "Anniversary Day" - which involved a ragtime band, flag-throwers, a cake-cutting ceremony and, of course, free bread.
- The opening of the Fisherman's Wharf Historic Trolley Line - a co-promotion with Mayor Willie Brown's office, the Fisherman's Wharf Merchants Association and area hotels. The
Mayor received a bread engraved with his name. - Marriott Co-Promotion - whereby hotel guests received deliveries of free sourdough baguettes as part of their "turn-down" service. Coupons with the bread invited guests to
visit nearby cafés. - Bread-Walks - Boudin bakers distributed nearly 20,000 loaves of sourdough French bread from the back of a horse-drawn wagon and antique Model-T delivery truck during three
days of special events centering around downtown and financial district Boudin cafés.
The end result? Tasting was believing. Media coverage was extensive - both locally and nationally - and Boudin sales increased 15% following the campaign.
Boudin went on to become "The Official Sourdough Bread of the San Francisco Giants," and now is a regular supplier for the ballpark. Talk about local fans.
(Shinoff Group, 415/495-1991)
Beyond PR
While product samples proved critical in reaching consumers, Boudin execs also placed their bets on strong visuals as means of leaving a lasting taste of the brand with
consumers. Turning to designer who created the original Boudin logo 25 years ago, the bakery hired Primo Angeli Design to create a commemorative anniversary logo (separate
budget). The resulting mark was used on everything from cups and bags to outdoor advertising.
Advertising also was key in building buzz in anticipation of the main anniversary events.
As fall approached, Shinoff purchased outdoor ads on buses in San Mateo and San Francisco counties that traveled routes near Boudin cafés, as well as BART transit system
stations. Print ads ran in select community newspapers and concert programs. Boudin also received on-air mentions on local PBS station KQED after contributing food for its
fundraising events and underwriting two of its food programs.
Shinoff: The Skinny
Founded: 1997
Staff: 8
Staff on Boudin campaign: 4
Campaign time frame: Jan. - Dec. 1999
Clients: iMotors.com, PMI, Teamsters
Billings: $750,000 (est. 2000)
Most esteemed staffer: Sweetpea (a German shepherd), VP of building
security
Locale: Old firehouse south of Market St. "right in the middle
of dotcom heaven...or hell, depending on how you view it."