Company: AMP Agency
Company Description: AMP Agency is a full-service digital marketing agency headquartered in Boston and operating within the United States with offices in Chiacgo and New York.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Food & Beverage
 Nomination Title: Nature’s Bakery Brownie Launch
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 5 words used.
https://docs.google.com/presentation/d/1KdT1Juks-1wXKfRI7WO3fBbg_4vHv4kG3SaVjAzipHo/edit?usp=sharing
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
March 7, 2023
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 159 words used.
In early 2023, AMP Agency was tasked with driving buzz around the launch of Nature’s Bakery’s new Brownie. The inspiration for Nature’s Bakery Brownie came from a close examination of consumer data, which helped the brand identify that active adults wanted better for you, permissible indulgence snack bar options for the afternoon and late evening. The data specifically unveiled a rising pattern of health-conscious individuals seeking snacks that offer an uncompromising taste without sacrificing wholesomeness. Armed with this valuable insight, the Nature’s Bakery team of food experts created a plant-based, dairy-free, and nut-free brownie recipe.
Even though the product itself was new and newsworthy, we were presented with distribution timing challenges. The product was set to launch online in March and in retailers later in the year, which meant two separate launch dates to support. The AMP team needed to develop a strategy to generate sustained media and consumer interest over several months instead of just one large launch.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 211 words used.
The AMP team developed a three-phased launch approach: Seed, Celebrate, Sustain. The integrated campaign reached media and consumers through tailored content, strategic sampling, social engagement and compelling incentives to drive awareness and trial of the new Brownie line. The Seed phase served as a pre-launch strategy to spark media interest and get product in hands for sampling. We distributed an initial press release and began an editorial reviews program post soft-launch at Expo West.
To kick-off the Celebrate phase, we planned for a loud, splashy moment, National Brownie Break Day in July, which aligned with retail launch at Target and Walmart stores nationwide. For this day, we executed nationwide product sampling efforts, created a themed Spotify playlist, submitted calendar listings, conducted national, trade and regional outreach, and collaborated with social influencers to host in-person and online giveaways.
After the hard launch, our team’s goal was to continue the momentum by incorporating Brownie into our evergreen media outreach efforts. Our editorial calendar included Brownie in always-on pitching efforts and other tentpole brand moments, such as back-to-school and we coordinated relevant award submissions.
The goal for the campaign was 35 earned media hits and 40 million impressions, and distribution of 20,000 samples to consumers and 150 Brownie Boxes to media and influencers.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
Seed: For Brownie’s soft launch we distributed a product-focused press release and conducted targeted media outreach, sending product samples to garner initial interest for editorial reviews. Our strategy also included key product awards, cultural moments and in-person media sampling at ExpoWest in March.
Celebrate: In July, we issued a data-driven press release announcing National Brownie Break Day that spoke to consumers’ need for better breaks. The AMP team distributed Brownie samples in key markets on National Brownie Break day to drive consumer product trials. Giveaways on Nature’s Bakery social channels and via influencer partners included curated Brownie Break Boxes with break-time essentials, which included Brownie, along with other relaxation items such as a facial massager, aromatherapy, essential oils and surprise gift cards to encourage better breaks.
Sustain: To maintain the momentum from our efforts, we integrated Brownie into our evergreen brand storytelling efforts. This, along with capitalizing on seasonal moments and award submissions, we focused on building buzz and consumer familiarity with the product.
To date, this campaign has generated the following results:
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