What would you do if you were certain you made America's Best Tasting Brownies but the country just didn't know it yet? That was the question facing Dancing Deer Baking Company
of Boston, a small, local maker of all natural, made from scratch, gourmet baked goods. So Dancing Deer engaged Warner Communications to deliver a brand awareness campaign that would proclaim the news from coast to coast and give Americans the chance to sample the country's Best Tasting Brownies for themselves, while also supporting the all-important holiday gift giving season.
Warner set out to affirm the Best Taste claim by conducting a national consumer survey, along with a Brownie Blind Taste Test event on City Hall Plaza in Boston, (both of which Dancing Deer's Brownies won in a landslide). After next creating a free Brownie sampler program targeting both consumers and traditional and online media, including bloggers, and kicking off a concurrent social media outreach effort on Facebook and LinkedIn, Warner embarked on an ambitious public relations campaign. We made a blizzard of headlines for Dancing Deer and earned multiple millions of impressions with appearances in top tier consumer publications like Reader's Digest, MORE Magazine, Real Simple, People, Kiwi Magazine, Woman's World, First for Women and more; on top tier online news outlets including The Huffington Post and CNBC.com, as well as on national broadcast morning show including The Early Show on CBS.
Even more impressive, Warner worked with Good Morning America to develop a special offer that produced approximately 5,000 holiday orders of Dancing Deer baked goods gifts when we earned them a spot on the show’s anticipated pre-Thanksgiving and, most watched, "Deals & Steals" segment, live from Times Square in New York City. All in all, a sweet success for Dancing Deer that lead them to their best year ever!