opportunity

Founded in 1978, Bob’s Red Mill is a healthy food pioneer with loyal consumers who value both its products and its purpose-driven approach to business. With ambitious growth goals, the brand needed to move beyond its core audience and connect with a broader range of consumers.

approach

Original research revealed that Bob’s Red Mill’s target audience craved stronger everyday connections. That insight inspired Moregetherness – more + togetherness – a platform that positioned the brand as a catalyst for community through neighborly food sharing. We brought the idea to life around National Good Neighbor Day, a little-known holiday with a mission closely aligned to the campaign: connecting people who live near one another but often feel far apart. Shareable recipes and thousands of free products made participation easy. To extend the campaign’s reach, we partnered with HGTV’s Erin and Ben Napier, known for celebrating community on their hit show, Home Town, and assembled a hand-curated group of community-focused influencers – our Neighborhood Leaders – to inspire consumers to strengthen local connections through food.

results

The campaign generated more than 5 billion earned media impressions, extending Bob’s Red Mill well beyond traditional food coverage and into lifestyle, entertainment, and home and gardening media. Social content also reached new audiences, with 55% of engagement coming from non-followers. Erin and Ben Napier’s content delivered the campaign’s strongest performance, driving the largest spike in fan growth when their brand collaborations went live on September 28.

Awareness translated into action. The campaign drove significant increases in website traffic and store locator visits, brought new consumers to the brand and helped generate record-breaking sales.