About this entry Rudi’s Organic Bakery believes that healthy families are happy families, and what better way to please mom than to celebrate her kids. On a shoestring budget, the Rudi’s team developed “Let’s Doodle Lunch," a Facebook campaign inviting moms to upload their child’s artwork and receive a product coupon for its new Flatz and a free customized sandwich box with the art on the lid. The case for why this entry should win a Shorty Without the use of any paid advertising, Rudi’s was able to create a genuine connection with fans. With an initial Facebook Like count of less than 20,000, this program generated 17,000 entries into the campaign. Plus, all other campaign metrics were achieved, including: • The Facebook fan base double • Nearly 90 stories were secured mentioning the program • The brand meet its $10 million quarterly sales goal Situation Analysis Rudi’s Organic Bakery was founded more than 35 years ago in Boulder, Colo., with a holistic and optimistic approach to life. Baking bread with quality ingredients free of preservatives, the brand is now one of the nation’s leading brands of USDA certified organic breads and baked goods. Sales plateaued in 2011 and the Rudi’s team needed to generate substantial sales and awareness of their new Flatz product with a limited budget. The Solution Through research Rudi’s found its customers are 25-54-year-old naturally inclined to purchase organic FRAN (family focused, regularly active, always optimistic and nothing but the best for her family) moms. An iconic moment of pride for FRAN moms is putting her child’s artwork on the fridge for all to admire. The Rudi’s team brought this touching idea to life through “Let’s Doodle Lunch" – a Facebook app inviting mom to upload her child’s artwork to receive a free customized sandwich box with the art on the lid. Objectives • Build brand awareness with Facebook Likes (+11,500) • Demonstrate engagement through participation (7,500 completions of Facebook app) • Increase customer interaction by increasing CRM database (+4,300 subscribers) • Meet quarterly sales goals ($10+ million) Program Features & Attributes • Built a customized app from a Wildfire template called “Let’s Doodle Lunch," with look and feel of Rudi’s that mom could “like," upload her child’s artwork to the Rudipolitan Museum of Art and receive a free sandwich box in the mail • Created a partnership with The Lunch Box that transitions school lunchrooms to made-from-scratch meals, connecting Rudi’s to a meaningful organization. Fans voted on their favorite design, triggering a donation to the charity • Forged partnership with KIWI’s Moms Meet, reaching 20,000 like-minded moms • Reached out to mom bloggers with giveaway • Created social media content with blog posts, Tweets and Facebook posts to highlight the campaign, Flatz and healthy lunch tips • Distributed social media release, generating 23,353 impressions and click throughs to Facebook, Rudi’s website for e-newsletter sign-ups and the Flatz product page Why Rudi’s Let’s Doodle Lunch Should Win Rudi’s was able to make a genuine connection to customers, most notably moms and their children, by creating a heart-warming campaign designed to encourage creativity, healthy eating, celebration of mom’s pride for her children and awareness of Rudi’s as a family-friendly necessity
