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From the 9th Annual Shorty Awards

Cinnabon BonBites Launch

Entered in Integrated Campaign

About this entry

America's sweetest brand set out to drive profitable incremental sales by building awareness of our new, more shareable, bite-sized version of the Classic Roll that our guest knows and loves. Our goal was simply to have fans enjoy Cinnabon more often with our newest and smallest indulgence, BonBites – the Bon you love in one perfect bite.

Why does this entry deserve to win?

• With a 360 degree approach, we provided a consistent message to the consumer no matter the touchpoint.

• Leveraged relationship with Warner Brothers and movie STORKS to co-promote the launch of "New Bon in the Oven" theme.

• Tease, launch and sustain in social: First pique curiosity and drive anticipation with a #BonIntheOven baby announcement; launch with #BehindtheBon activation at the University of South Florida by tasking students to share Bon love with our new BonBites across social; sustain momentum with a compelling sweepstakes in conjuction with STORKS that allowed guests the chance to win a trip to Warner Bros. studios.

• Utilized eClub database to increase both trial and entry into #StorksPhotoBon sweepstakes.

• Implemented new training procedures to increase ease of operations.


Public Relations: 101.8M impressions from coverage in Brand Eating, Trend Hunter, Broadway World, Chew Boom, obile Marketer, QSR Magazine, Food Business Review, and more.

Social Media: #StorksPhotoBon contest and #SweetTalk garnered 84.2M impressions for an estimated media value of $500,108, while our #BehindtheBon activation saw 13M impressions for estimated media value of $77,220.

Financial: BonBites are currently the most profitable roll offering with upsell opportunity to drive check. The introduction of BonBites has helped to offset the decline in quantities sold of other products, resulting in net positive sales.

Operations: Low complexity procedures that yield consistency.


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