To celebrate the opening of its 300th bakery, Nothing Bundt Cakes wanted a creative, on-brand activation that would allow for participation by every bakery, drive brand awareness in local bakery markets and generate earned media coverage of the brand milestone.
SPM concepted and coordinated an ownable moment for the brand with “Thank You for 300,” an event in which every Nothing Bundt Cakes bakery in the nation would give away free Bundtlets (mini Bundt cakes) at 3 p.m. local time for 300 seconds, promoted through sustained media relations in 75+ media markets and 14 influencer partnerships.
Earned more than 500 pieces of online, print and TV coverage
Estimated audience of 242 MM
Bakeries gave away 31K Bundtlets
Influencer content reached audience of 282K, with 30K engagements