Client: Bashas’ Supermarkets
Assignment: Help Arizona’s hometown supermarket differentiate itself in one of the most competitive grocery marketplaces in the country.
Approach: Because Bashas’ is the only supermarket in the state that makes donuts from scratch every morning, use it as a point of difference. Celebrate National Donut Day by having Bashas’ “Donut Diva” and “Doughboy” deliver fresh donuts to television, radio and print media outlets. Encourage the supermarket to make a donation to the Salvation Army for every donut sold on this day, knowing there’s a great story to tell about the organization’s volunteers serving donuts to wounded and homesick soldiers during World War I. Develop a donut giveaway through social media channels to encourage customers to celebrate with Bashas’, and help spread the word about its popular donuts.
Results: Bashas’ dominated news chatter on National Donut Day, with positive earned coverage and interviews from Supermarket News, ABC 15, 3TV, FOX 10, CBS 5, azcentral.com and more. Customers and news media personalities enjoyed celebrating the holiday through social media as well. Best of all, the grocer more than doubled its donut sales compared to the previous year.
Kristy and Angela have become integral members of our communications team. They are loyal and dedicated to keeping up with our business, from managing issues to identifying key milestones. Their effort helps to set us apart from our competition.
– Edward 'Trey' Basha, President and CEO, Bashas' Family of Stores