Erwin’s Fine Baking

Erwin’s Fine Baking

Since 1971, Erwin’s Fine Baking has specialized in crafting delicious bread, delicate pastries, and desserts using traditional European methods and quality ingredients. After several decades operating the popular bakery located in Kamloops, BC, Erwin’s owners Robyn and Shawn Haley were eager to retire and were inspired to try an unconventional method to find the next owners, through a skills-based contest. The goal was to identify the right person to take over the business and continue Erwins legacy, and to make entrepreneurship accessible.

Looking to spread the word about the contest, Robyn and Shawn engaged kin to support with media relations, digital advertising and social media management to launch the contest. During the project we secured valuable editorial coverage in local and national media outlets including Vancouver Sun, CBC News, Yahoo Canada, Bakers Journal and CTV News. As a result, we generated plenty of buzz and excitement about the contest, generating viable entries, with the bakery receiving hundreds of emails expressing interest including many people stopping by to visit the space.

  • Developed and implemented a traditional media campaign, that included several press releases and targeted media pitching to local, regional and national outlets.
  • Conducted a media training session with current bakery owner Robyn Haley to support with interviews, in particular TV and radio opportunities.
  • Developed and implemented a full social media strategy including video content, managing all content creation and community management.
  • Coordinated a photoshoot and conducted an on-site videoshoot to capture content for media opportunities and social media.
  • Curated semi-monthly social media calendars for Instagram, TikTok and Facebook to establish a consistent and ongoing brand presence and to promote the contest.
  • Developed and implemented a digital advertising campaign to drive brand awareness and generate contest entries.
  • The overarching goal of the campaign was to build awareness and excitement, develop credibility for Erwin’s and the contest to drive entries.

Our Services

Strategy Design

Content Creation

Social Media Management

Media Relations

57

Brand Mentions

44 M

Potential Reach

1 M

Earned Media Value

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