Sweet Success: Bakery Uses PR For New Product Launch

BACKGROUND

In May 2021, Tiffany’s Bakery Philadelphia was gearing up to add a new product to their offerings, dubbed the DOYO®. Tiffany’s Bakery wanted to build buzz about this unique cake donut and get as many local writers, editors, bloggers, and influencers as possible excited about the DOYO® in the weeks leading up to its official launch, which fell in conjunction with National Doughnut Day, June 4th. Tiffany’s Bakery used our sister company, 4M Communication, to handle the PR for the launch.

STRATEGY

To build awareness and generate interest in the DOYO®, Tiffany’s Bakery hosted a private event at The Cube, located in the Fashion District of Philadelphia, two days before the public launch. Local media and influencers were invited to the event, giving them an exclusive opportunity to try the DOYO® before anyone else. The event also featured wine pairings provided by City Winery, a DOYO® donut wall, and a step and repeat equipped with donut balloons. 

To get the media excited about the event and provide them with all the information they needed to know about the DOYO®, 4M wrote a media advisory and press release. For those who couldn’t make it to the event, 4M worked with Tiffany’s Bakery to coordinate sample deliveries of the product. Additionally, 4M distributed the press release to the Regional-Northeast and Food Industry lists on PR Newswire.

RESULTS

Tiffany’s Bakery filmed the Philly Feeds Foley segment for PHL17, which aired the day before the launch. Through pitching efforts, 4M was able to secure two segments on Good Day Philadelphia for National Doughnut Day where anchors, Mike Jerrick and Alex Holley, talked about the DOYO® and tried some on live TV. Additionally, 4M secured several top-tier media placements both locally and nationally, including:

• Philadelphia Inquirer
• Food Network
• Billy Penn
• Philly Grub

There were also several mentions of the DOYO on social media. 

At the invite-only pre-launch event, several well-known food and lifestyle influencers posted Instagram stories as well as static posts on their grids about the DOYO®. These mentions, combined with additional Facebook posts, led to an increase in website traffic.

Ultimately, the coverage 4M secured helped build buzz and drum up excitement about the launch of the DOYO® and resulted in over 133.8 million media impressions.

Photo credit: Marilyn Johnson