Nursing the Buzz for Launch of New Boosted Bagels
Issue: Einstein Bros.® Bagels, a leading quick-casual company known for its fresh-baked bagels available in a variety of flavors and signature double-whipped shmears, enlisted Coyne PR to develop an engaging, buzz-worthy and disruptive marketing campaign to launch its new Boosted Bagels platform and drive brand relevance with its core and target consumers. Boosted Bagels are the brand’s newest and most innovative line of bagels to date. Each of the three flavor-packed offerings – the espresso-infused Espresso Buzz Bagel; the sweet, oat-topped Cherry Chia Bagel and the mouth-watering Savory Parm Bagel – contains beneficial vitamins and functional ingredients to help kick-start anyone’s day.
Idea: To generate widespread awareness for the Boosted Bagels launch, Coyne leaned heavily on the Espresso Buzz Bagel, made with 32mg of caffeine (nearly as much as a can of cola), to develop Nurse The Buzz, a dynamic campaign that celebrated a group that needs a good buzz to keep themselves going through long shifts – nurses. A multi-faceted media, spokesperson, social and influencer strategy was enacted to generate widespread buzz and awareness for the new bagels and supporting campaign, which honored nurses – a profession that works tirelessly and is often underappreciated – during National Nurses Week and rewarded them with a free, caffeine-packed Espresso Buzz Bagel and shmear.
Impact: News of the caffeinated bagel’s debut and Nurse The Buzz campaign was hot and the results generated were nothing less than extra bold! The team’s efforts have garnered more than 1 billion media impressions, with over 300 original stories and 550 broadcast segments to date. Boosted social media posts have also earned thousands of shares, resulting in more than 350 consumers and nurses participating in the campaign.