social media strategy


Longtime SPM PR client Bruegger’s Bagels, known for its authentic, New York-style bagels, wanted to evolve and grow its social community and develop a consistent voice that would connect with its followers beyond promotional posts and giveaways.


SPM developed a witty, slightly irreverent and fun brand voice around the love of food, pets, friends and coffee, enhanced with great imagery, and crafted a cohesive, ongoing content strategy focusing on Instagram. Once it established those elements, it cultivated a strategic relationship with popular Instagram influencer @FoodInTheAir to increase followers and engagement.

For the cost of groceries alone in the program’s first year, these influencers created recipes, entertaining ideas and beautiful images that became ownable, high-quality content for Stubb’s to share on its website and social channels.

With the program’s initial success, it was expanded to include high-reach, syndicated paid influencers to amplify specific Stubb’s grilling themes, products and messages during key activation periods such as Fourth of July grilling and tailgate season.


12.6K organic engagements
1K new followers
Bruegger’s expanded SPM’s role to include social media