Part of Bimbo Bakeries USA, Ball Park® Buns & Rolls offers several varieties of hamburger and hot dog buns perfect for grilling, tailgating, parties and more. With great taste and a guaranteed seven-day shelf life, it’s no wonder they are America’s favorite bun.
When we partnered with Ball Park® Buns & Rolls, they were already the No. 1 bun brand in America. However, smaller, more regional competitors were starting to make inroads into the buns and rolls category. Our challenge was to grow the brand while starting from zero in terms of assets, as the brand had no existing website, social media presence or product photography.
The Balcom team dug into consumer insights to understand the Ball Park® audience: what they like, how they shop and what websites they visit. We combined this with research into dining/cooking habits, Google search volumes, food photography trends and more – all designed to deliver relevant content to our target audience where they spend most of their time online.
Keying off this research, the team developed a creative platform that connected Ball Park® Buns & Rolls with our audience’s hobbies and habits, focusing specifically on tailgating, grilling and baseball. The 360-degree approach combined brand building, sweepstakes, social media engagement and content marketing, and included video pre-roll commercials, banner ads and recipes. It was all about amping up the fun, with a side of attitude, bright colors and surprising visuals.
Our media team developed a highly targeted strategy based on audience insights. Digital display ads were geo-targeted to growth areas, while a robust partnership with MLB.com allowed us to tap into a national audience of baseball fans, who could watch our spots while streaming games online. Finally, organic content combined with paid advertising on Facebook helped build a loyal base of brand advocates.