Ball Park Buns & Rolls Case Study

Client

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.

The Challenge

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.

Insight

Insight

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.
Creativity

Creativity

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.
Technology

Technology

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.

The Results

312 percent increase in brand preference, as measured by a Nielsen study arranged through our media partner.

Stats

Overall ad success:

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0.14 percent click-through rate for digital display ads – double the industry average of 0.07 percent

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4.75 percent click-through rates for Facebook “like” ads, well above the industry average of 1 percent

National Hot Dog Month Campaign and Sweepstakes success:

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42,100 sweepstakes entries

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More than 5 million impressions

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24 percent increase in Facebook fans

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18 percent increase in engagement compared to the previous month

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38 percent more web traffic than the previous month

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3,300 percent increase in email subscribers (from 380 to more than 13,000)

Awards

  • 2016 Worthy Award
  • Best of Show Interactive – Social Campaign – 2017 American Advertising Awards
  • Gold ADDY Award – eNews – 2017 American Advertising Awards
  • Silver ADDY Award – Blog – 2017 American Advertising Awards
  • Bronze ADDY Award – Campaign – 2017 American Advertising Awards
  • Award of Commendation – 2017 PRSA Bronze Anvil Awards

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