Strengthening Loyalty for a Beloved Brand thru Earned Media

Case Study: Bob's Red Mill

When we teamed up with Bob’s Red Mill more than two years ago, the company was already a leader in nutritious, organic and gluten-free foods – and Bob was a well-known figure in the natural foods industry. We came in to help stoke the fire, turning on a program that further reinforced a foundation of trust and credibility among backyard and national audiences

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The Opportunity

After 40+ years in business, Bob’s Red Mill had a well-established customer base that relies on its high-quality ingredients for their cooking and baking needs. Despite its status as a media darling, we noticed a gap in purpose-driven storytelling and an opportunity to highlight the brand’s full line of products. We also saw an opportunity to expand the brand’s sphere of influence to meet consumers with interest in lifestyle, fitness and health.

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Insights

When we began working with the brand, media coverage was often in the baking and specialty diet realm; rarely in fitness, outdoor and health/nutrition press. We knew, based on our vast experience in the space, that media and consumers in this niche would literally “eat it up.”

And while Bob was beloved and often interviewed locally, in a time when Bob’s Red Mill stood apart as one of the last truly independently-owned natural foods brands, national outlets were rarely featuring him.

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Objectives

With an overarching goal to strengthen the brand’s reputation among healthy eaters, fitness buffs and general consumers, we sought to reinforce Bob’s Red Mill as a company grounded in unprocessed nutrition and wellness that helps consumers live long, healthy lives.

The bar was set high: Increase national awareness of the BRM brand, its values and core products among target consumers, as measured by 2+ billion impressions with strong message pull-through in national/targeted regional and trade media outlets.

Strategies

  • Highlight BRM’s new & existing products to increase visibility and reinforce brand expertise, tailoring messaging and products to key audiences
  • Connect Bob’s age-defying longevity and dedication to whole grains to tell a broader brand story, as he turned 90-years-old
  • Engage media pundit influencers to help communicate the brand and product story nationally and in key regions
  • Engage 1:1 with media to deepen connection with the brand
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Results

We garnered more than three billion impressions in 2019, and are well on our way to meet (and likely surpass that) in 2020.  Numerous features on both the brand and Bob himself have appeared in high-profile national outlets including CBS Sunday Morning, Parade and Saveur. The strong message pull-thru and deep storytelling in these pieces have driven trial and sparked loyalty – consumers have frequently sent emails to say they saw a news story, bought the product and are now huge BRM fans!