Mrs Baird’s Bread: Online Promotions Executed with Knowledge and Brand Awareness

Situation:
Working together for more than five years, QuickSilver Interactive Group (QSI) has not only helped Mrs Baird’s overhaul and update its Web site (twice), they are living, breathing brand ambassadors. Don’t laugh, but they have one staff member who didn’t know there was any other bread until he went away to college and most of QSI’s staff match up to the tagline “Texas Born, Texas Bread” perfectly.

So when the time came to execute its promotions, Mrs Baird’s turned to a company they had come to trust with its brand and its consumer. QuickSilver was there to take the “promotion idea and logo” and make it happen online. In the last five years, they’ve managed all of Mrs Baird’s online promotions – from conceptual stages and creation of legal language and rules, to coordinating data entry and small prize procurement and distribution. They even serve as judges on the promotions!

Solution:
QSI built a web-based promotions database for Mrs Baird’s so that the data collected and processed for each promotion has all the proper legal requirements in place. It’s also easy to go back to past promotions and review the results for quick comparisons. Stats are run daily for review at anytime. Staff is in place to address the many questions that consumers may have of each promotion. QSI takes its representation of the client very seriously. And consumers are serious about their promotions. QSI knows that happy customers buy bread. And a well-run promotion makes everyone happy!

What the client has to say:
"I joined the Mrs Baird’s family with QuickSilver already in place as its interactive agency," said Ellen Quiros, brand manager. "I couldn’t have chosen a better fit myself. They love our brand, they enjoy our products and it shows. When QuickSilver is helping on a project I can rest assured that it will not only be executed flawlessly, but that it will stay true to the brand’s message. These are honest, hard-working people who are quick to respond to any need we have. Even better, they don’t wait for me to call them, they’re strategic thinkers and often bring new ideas to the table on how to continue to market our brand through the Internet."

Features:
The Mrs Baird’s web site is all about the brand. QSI designed it using CSS and lots of new, rich photography. Mrs Baird’s celebrates 100 years in 2008, so the site should have a few new twists as well. The promotional sitelets are designed to support the advertising agency’s POP materials. Information is collected and managed on a web-based system.