Grain Foods Foundation to launch sandwich effort
September 21, 2010
by Josh Sosland
RIDGWAY, COLO. — The Grain Foods Foundation will launch its Sandwich Night campaign, the group’s fall initiative, on Sept. 23.
The campaign will feature an integrated communications program that includes digital, social and traditional media. On-line banner advertising will begin running this week on popular women’s web sites including FoodNetwork.com, CookingChannel.com, Yahoo and Facebook. The banner ads will be followed by print advertising to appear in October and November issues of FIRST for Women as well as the November issue of Real Simple.
On Facebook, engagement ads will encourage consumers to enter to win a chance to Share a Sandwich with the foundation’s celebrity partners in the campaign — Food Network hosts Jamie and Bobby Deen.
The Grain Foods Foundation has created an “Endless Sandwich” recipe database at gowiththegrain.org where consumers will be able to download recipes and suggest their own. The database also features exclusive recipes created by the Deen brothers.
The foundation noted that approximately 300 million sandwiches are consumed daily in the United States, with nearly half of those being consumed at lunch and only a quarter at dinner.
“Consumers have certainly embraced sandwiches for lunch, but they also make for a nutritious, convenient dinner — especially with so many consumers watching their wallets and their waistlines,” the foundation said.
The partnership with the Deen Brothers is meant to encourage families nationwide to designate one night a week Sandwich Night.
“Sandwiches have been a big part of our family’s life ever since our early success with our sandwich cart, the Bag Lady,” Jamie Deen said. “We hold a weekly Sandwich Night now because it allows the whole family to be creative, experiment and have fun. Plus, we know sandwiches are a nutritious choice for dinner.”
The Sandwich Night campaign will feature a national publicity tour with the Deen Brothers to promote sandwiches as a nutritious, delicious and convenient dinner option for busy families. A launch event with New York City-based media and bloggers will be held this week to kick-off national media relations outreach to secure coverage in print, online and broadcast outlets.
Following the initial launch, an additional event will be held at the Mall of America in Minneapolis in October.