Bimbo Bakeries USA
Category: Media Relations & Storytelling – Community Partnership Events
Industry: Food & Beverage
The Challenge
Bimbo Bakeries USA (BBU), alongside Tyson Foods and Walmart, ran a national initiative to combat food insecurity by donating large quantities of food to regional food banks. Ten food banks across the country receive 15,000-pound donations based on Walmart sales performance. BBU needed support coordinating all 10 donation events — including two grand-prize events — and securing consistent media coverage across multiple, unfamiliar markets. Managing logistics across three large corporations added complexity, requiring streamlined planning, clear communication, and tight timelines.
Our Approach
We executed a multi-market media relations and event coordination program to amplify the impact of BBU’s community partnership.
What Our Team Did:
- Drafted pre-approved template communications materials for all events to speed up multi-corporate approvals
- Coordinated dates and logistics with Walmart regional teams, Tyson Foods, and each food bank
- Designed donation placards and worked with delivery teams to ensure product arrived on time
- Developed media advisories, news releases, run-of-show documents, and talking points
- Staffed both grand-prize events in person, managing setup, media attendance, photography, and video
- Coordinated eight additional runner-up events through local teams
- Distributed post-event releases, photography, and video to outlets unable to attend
The Results:
- All 10 events were executed smoothly, with each receiving local media coverage
- More than 40 media stories were secured across the markets
- Grand-prize events earned strong broadcast attendance and online coverage in both markets
- BBU, Walmart, and Tyson Foods expressed high satisfaction