National Bagel Day
HOW CAN A NATIONAL DAY GENERATE EXCITEMENT? THE CHALLENGE National Bagel Day is a key celebration for Einstein Bros. Bagels, the top bagel chain in the U.S. with over 700 stores. To mark this significant holiday in 2019, Einstein Bros. offered a complimentary bagel with any purchase. How can we spark interest in National Bagel Day by integrating health trends? THE SOLUTION We aimed at both national and local media, reaching out to 55 designated market areas (DMAs). Additionally, we focused on short-lead national outlets that cover round-up deals for national days, food topics, as well as women’s and men’s health. In local markets, we engaged local spokespeople and organized several local TV appearances to promote National Bagel Day. Overall, the campaign achieved nearly one billion media impressions (without including multipliers, a method not adopted by Snackbox!). National mentions included major publications such as USA Today, Delish, Thrillist, Bustle, Elite Daily, MSN.com, and PureWow. Locally, we secured coverage in prominent daily newspapers like The Baltimore Sun and Chicago Sun-Times. Compared to 2018, National Bagel Day 2019 saw a 33 percent increase in placements and a whopping 430 percent rise in media impressions from the previous year, prior to Snackbox being appointed as Einstein Bros. Bagels' agency of record.