Overview

alPunto Advertising’s campaign for Bagel Bites was “Simplemente Completos”- and put this snack in Hispanic homes across the nation.

Industry:Food/Beverages
Services:Print, Digital, PR, Radio
Challenge:To achieve the right target and the right message to successfully introduce this product, as frozen snacks were not fully developed among Hispanic households.
Solution:From a creative standpoint, the prints leveraged the fact that Bagel Bites are made with simple/fewer ingredients (simply), while providing a better snack to the children (complete). Graphically, our ads were clean and “simple” looking. As a premium we developed a kitchen magnet that tied to our overall creative theme. The ad ran nationally on Siempre Mujar and Ser Padres. A “snack time” 10-second tag was developed that rotated at 3pm in local radio stations (a unique sound effect alerted consumers to it being “Bagel Bites snack time”). Online banners were placed on Univision.com on targeted channels and offered consumers the option to download a $1 off coupon supported the contest. Mexican celebrity Chef Lala was hired to do national TV appearances, in-person talks and radio interviews, plus remote appearances where she interacted with consumers and signed autographs. Negotiated the sponsorship by Bagel Bites as the presenting sponsor of a highly anticipated private concert on LAʼs #1 radio station, KLVE, where we had visual presence (our spot aired inside the venue), distributed premiums and coupons, and had DJ live mentions. Contests for “back to school” and holiday efforts were created, encouraging consumers to interact with the product for prizes. It included radio, DJ mentions, retailer remotes, online banner ads, print, and a contest splash page and aired every weekday at 3pm across all purchased stations.
Results:The contests and overall campaign became a great victory. For the back-to-school program we delivered over $125,000 in added value media, over 31.3 million impressions against our target consumer, and achieved a .13% CTR for the online contest. For the holiday program we delivered over $50,000 in added value media, over 5.55 million impressions against our target consumer, and achieved a .19% CTR for the online contest. Overall results showed that Bagel Bites brand awareness grew from 29.4% to 46.8%, those who buy Bagel Bites regularly increased from 1.8% to 5.3%, purchased Bagel Bites a week ago increased from 6.5% to 9.3%, those who never buy Bagel Bites decreased from 54.7% to 49.2%, Bagel Bites advertising recall increased from 30.2% to 36.9%, and those who never heard of Bagel Bites decreased from 31.7% to 21.8%.
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