Work

ACE Bakery searches for Canada’s Best Sandwich

ACE Bakery searches for Canada’s Best Sandwich

The contest was simple: submit your best sandwich recipe on the ACE Bakery website between March 19 and May 24, 2012 and you could be one of four regional finalists to win a trip to Toronto to compete in the final competition on June 22, 2012.  Each of the four finalists (Western Canada, Ontario, Quebec and Atlantic Canada) would also receive $1,000 prize and another $1,000 to donate to their charity of choice.  The ultimate winner received an additional $5,000 and $5,000 to their charity of choice.  Did we mention that celebrity Chef Lynn Crawford was a judge and would help pick the winner at the live final event?  A dream come true for any aspiring home chef.

The Ask

  • Raise awareness of the ACE Bakery brand amongst Canadians by creating and driving participation in Canada’s Best Sandwich contest
  • Generate 10 million media impressions across the country during a four-month contest period
  • Engage at least 500 Canadians in the ACE Bakery Canada’s Best Sandwich Contest as measured by recipe submissions via ACEBakery.com
  • Drive traffic to ACEBakery.com during the contest period
  • Increase year-over-year sales by 25 per cent for ACE Bakery products among retailers which participated in the program (as determined by POS display)

 

What we did

  • Announced contest nationally and drove applicants to ACEBakery.com through national media relations campaign that leverage prize money, charitable aspect and involvement of celebrity chef Lynn Crawford
  • Released names of final four contestants through regional media relations campaign that leverage the local celebrity of these four Canadians and offered them to local media for interviews
  • Organized and hosted final Sandwich Showdown live cook-off in Toronto where media were invited to watched the final four contestants cook their sandwiches in front of the judges
  • Conducted national media relations to generate additional coverage of the contest, including placements of the winning recipes, interviews with the winner about her experience in the contest and interviews with the judges regarding their decision

 

Results

  • Over the contest period, Citizen Optimum was successful in generating 64,362,672 impressions across the country exceeding the original goal by 544 per cent
    • Coverage highlights include stories in major Canadian outlets such as Toronto Star, Toronto Sun, CBC, Yahoo.ca, Canada.com, MSN.ca, HuffingtonPost.ca, Vancouver Sun and Edmonton Journal
    • Canadian Press attended the final event and wrote two stories – one on the launch of the contest and another announcing the winner
  • The engagement goal was doubled with more than 1,000 entries submitted nationwide, versus the original goal of 500
  • Eighty-three per cent of traffic to the English website and 87 per cent of traffic to the French site during the campaign was “new traffic” demonstrating that the contest drove new visits and consumers to ACEBakery.com
  • Year-over-year sales rose by 20 per cent across the board and increased an average of 65 per cent for retailers who participated in the program by displaying contest POS. The highest recorded sales growth was 101 per cent for one retailer – four times our goal!

Touchpoints

  • Web
  • Conversation
  • Celebrity
  • Event