Angelic Bakehouse Sam's Club Campaign

Angelic Bakehouse® makes the best sprouted grain bread products you can buy. Their versatile product line includes sliced bread, buns, rolls, and flatbreads made from the purest, non-GMO ingredients. One of the first initiatives B+L took on was to raise awareness of Angelic’s freezer section products at Sam’s Club locations. The products available included a two-pack of their best-selling seven-grain sliced bread and a larger pack of seven-grain dinner rolls. The campaign needed to reach Sam’s Club members in various markets to make them aware of product availability as well as influence their decision right at the point of purchase.

  • Raise awareness with Sam’s Club members that product is now available in the freezer section
    • Influence decision at POP
  • Drive traffic to specific landing page on the website
  • Promote the message in select markets
  • Texas DMA’s:
    • Austin, San Antonio, Dallas/Ft. Worth, Houston
    • Distribution is strong in these markets outside of Sam’s Club
      • Can geo-fence around Sam’s Club locations
  • Utilize several layers of targeting to hone in on the most likely person to make a purchase
    • Demo
    • Behavior
    • Lifestyle
  • Develop a mobile only campaign (smartphone & tablet)
    • Reach the busy target audience
    • Maximize the budget in one area vs. spreading too thin
  • Track, monitor and report results in real-time in order to make quick optimizations
  • Mobile Targeting Layers
    • Geo-fencing around Sam’s Club locations in target markets
    • Shopped at a grocery store recently
    • Moms (Women 25-44 with kids)
    • Dieters
    • New Year’s resolutions, Weight Watchers, Lo-Cal shoppers

RESULTS

Facebook Results

43, 325
page impressions

Mobile Campaign

3, 252 026
impressions served

25,837 clicks (0.79% CTR)