Articulon’s assignment was to increase awareness about Panera’s “Pink Ribbon Bagel Campaign” coinciding with Breast Cancer Awareness month in October 2007. With a three-year history and 12 stores in the area, the local franchisee/operator, Breadwinners of the Triangle, partnered with the Komen for the Cure NC triangle Affiliate. At the corporate level, Panera created a “for a limited time” Pink Ribbon bagel for all participating stores. Locally, 25 cents from the sale of each Pink Ribbon bagel would be donated. Articulon was charged with activating these fundamental elements into a campaign.
Target Audience
Adults age 25-54 with an average income of more than $75,000, primarily women. more than half have children and are passionate about community giving.
Program elements
Positioned as uplifting and positive, Articulon’s plan involved bringing together breast cancer survivors and businesses in the cause.
The rollout included:
- A kick-off event, planned as a media-only breakfast on October 1, launched the campaign. Articulon lined up key spokespersons and government leaders to ensure a newsworthy message and, most importantly, attendance.
- Developed custom invitations and bagel deliveries the week of October 1 to create buzz in the market.
- Secured mayor Charles meeker to speak at the news conference declaring October 2007 as national Breast Cancer Awareness month in the city of Raleigh as a proclamation to Panera Bread.
- Panera worked with N.C. State Wolfpack sports marketing to secure Kay Yow, head coach of the women’s basketball team and breast cancer survivor, as honorary chair of the campaign.
- Coordinated police escort for Kay Yow via Wake County sheriff’s department. Sponsors and business leaders joined in for the 10 a.m. news conference
- Secured the Pink Ladies, a breast cancer support group who are survivors themselves, to be the audience for the event
- The emcee was Sheri Logan, mix 101.5 Fm morning radio personality.
- Bagel trial packs were given to all media, guests, and survivors to sample.
- Worked with mix 101.5 Fm to create sustained interest by honoring breast cancer survivors. the” think Pink survivor salute” contest was activated and listeners went on the station Web site to nominate a friend / relative based on how the survivor stayed positive through treatment. three winners were selected.
- Articulon secured a panel of business leaders as independent judges.
- Secured extensive winner prize packs valued at more than $3,000. Participating businesses: Crabtree Valley mall, Douglas Carroll spa, Komen for the Cure NC triangle Affiliate, North Carolina Theatre, independent sales directors from Mary Kay Cosmetics, Panera Bread, Residence Inn by Marriott, White Dahlia Massage and Wellness, and Women’s Edge magazine.
- Held a wrap-up press conference to honor the three winners at the Crabtree Panera Bread on November 12.
Results
The campaign kick-off and wrap-up press conference generated extensive consumer media coverage including more than one million media impressions and more than $205,000 in public relations value in a 60-day period.
Media coverage highlights:
- Mix 101.5 Fm interview on the Bill and sheri show with Kay Yow on October 1, 2007.
- Kay Yow gave an inspiring talk and signed autographs for breast cancer survivors following the kick-off event.
Broadcast Coverage
- WtVd-ABC – eyewitness news at 5 a.m., 6 a.m., 12 p.m., 5 p.m. and 11 p.m.
- WRAL-CBs – morning news at 5 a.m. and 6 a.m., and news at noon and 11 p.m.
- WnCn-nBC – nBC 17 today at 5 a.m.and news at 6 p.m.
- News 14 Carolina – news 14 at 10 p.m. and 11 p.m.
- WRAZ-Fox – Fox 50 news at 7 a.m.
- WLFL-WB – WLFL news at 10 p.m.
Newspaper Coverage
- Jacksonville daily news
- the daily tar Heel
- the Wilson times
- the Wake Weekly
- the news & Observer
Radio Coverage
- Midtown
- Business Leader
- Women’s edge
An $8,000 contribution was made to Komen for the Cure NC Triangle Affiliate
