Barely Bread

Case Study:

OBJECTIVE:

Barely Bread pioneered the first bread in the marketplace that’s 100% grain-free and gluten-free, yet full of great taste. Launching at a time when the market was becoming flooded with alternative-ingredient products, Barely Bread wanted to secure its place as one of the first-to-market grain-free breads and gain widespread national exposure. GSPR was tasked with launching the brand on a national level, while ensuring it would appeal to a range of lifestyles, not only the allergen-free.

TACTICS:

Implemented an extensive media push
including traditional and social media in the
areas of lifestyle, food, fitness, health & wellness, and
beauty/fashion to generate press placements in a cross-section
of genres for the bread and its benefits

Conducted an influencer sampling program for high-profile nutritionists, wellness gurus, foodies, and lifestyle icons to educate them on the bread’s benefits and taste, encouraging them to share personal bread photos and “recipes” via social media, and then re-posting on Barely Bread’s social channels to build credibility

Targeted SMI Rachel Mansfield for recipe development on behalf of the brand

Polled influencers for personal testimonials to utilize in press outreach and strengthen credibility

Circulated a launch press release detailing Barely Bread’s points of distinction from traditional and health-minded brands

Seeded targeted celebrities including Alyssa Milano, Bobbi Brown, Daphne Oz, Sarah Jessica Parker, Jessica Simpson, and  Laura Prepon, encouraging them to share the bread on social media

Supported networking efforts and market research at trade shows including Expo West

Barely Bread
Barely Bread

RESULTS

Generated high-quality national features and product placements in top-tier media including Vogue, Star/OK!, NBC’S The Prevention, Today Show, Well & Good, InStyle, Simply Gluten Free, People, Men’s Fitness, Shape, Progressive Grocer, The Huffington Post, Shape, New Beauty, Prevention, Fox News, and more

Secured social media shout-outs from celebrities, including Alyssa Milano, Laura Prepon and Bobbi Brown

Media exposure has helped Barely Bread get into over 600  retail doors nationwide and online to date, including Earth Fare, Whole Foods, Central Market, and Fairway and more.

Continue to sustain the brand’s PR lifecycle with consumer press placements, and celebrity and SMI seeding efforts

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Barely Bread