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Special Project

Special Project
From the 9th Annual Shorty Awards

Best in Class Social Customer care

Entered in Customer Service


Bimbo Bakeries USA is the world's largest baking company. We handle social media for national and regional brands such as Entenmann's, Thomas', Sara Lee Bread, Sara Lee Snacks, Boboli, Arnold, Brownberry, Oroweat, Sandwich Thins, Goodbye Gluten, Little Bites, Grandma Sycamore, Beefsteak, Mrs. Baird's, Stroehmann, Freihofer's, Nature's Harvest, San Luis Sourdough and Eureka!

Social Customer Care at Bimbo Bakeries USA means going above and beyond for our social consumers/fans. We have created a consumer-centered, best in class approach by responding promptly to our consumers every day including weekends, holidays - 365 days a year.

Strategy and Execution

We have established a program in which there is constant communication between the Call Center and the Social Customer Care team. The Social Customer Care team notifies the Call Center of potential social consumers who will be contacting them through the 800 number or who need to be contacted. Dedicated Call Center Representatives personally reach out to all social consumers who have an issue or question. Weekly in-person meetings are held with the Call Center Representatives and Social Customer Care team to discuss consumer complaints, requests, marketing campaigns, new product launches, trending topics, etc.

Further, each social site has its own unique voice. Our Social Customer Care team creatively engage with fans with this voice depending on which brand the consumer contacts. When visiting our pages, fans will often find a bit humor injected into the comments.

Another aspect that sets us apart is that we give the fans a choice. They can choose to have us call them when convenient or we provide our Call Center Hotline so we can address all quality issues. Our designated Call Center Representatives make Social Media quality issues their number one priority.


Our response times from 2016 show that Customer Care is at the forefront of our Social Media platforms.

These numbers further demonstrate that we have the most responsive, cohesive Social Customer Care team in the Consumer Packaged Goods Industry.

Some of our brands won the Socially Devoted Award given by Social Bakers in the most recent quarter (Q4 of 2016). Our Social Customer Care Team achieved a 100% Response Rate for the two brands that qualified for the Socially Devoted Award, Thomas' and Entenmann's Brands


Entrant Company / Organization Name

Bimbo Bakeries USA

Entry Credits