Bimbo Bakeries' Arnold, Brownberry and Oroweat Breads are launching "America's Better Sandwich," the first recipe contest running across all three brands. The brands are regional, but the product offerings do not generally vary from region to region. Arnold Bread is available on the East coast; Brownberry Bread is available in the Midwest; and Oroweat Bread is available on the West Coast.
Still, each brand name will not have its own winner. Instead, the contest will have four category winners and one grand prize winner, who will be awarded $25,000 for the best overall sandwich.
The contest is being fully supported by an integrated campaign that includes public relations, social media and social advertising, all developed by Coyne PR. Several influential experts, including registered dietitians and celebrity chefs, are serving as brand ambassadors to provide tips for creating better-for-you sandwiches. Additionally, the brand is working with bloggers as a part of a grassroots effort to engage their networks.
Executives decided to create a recipe contest as a way to tap into their consumers’ creativity when it comes to sandwiches, as well as see how creative consumers can get when it comes to sandwiches that have great flavor and provide wholesome nutrition.
Through August 22, consumers can submit up to two recipes in categories, including "meatless marvel," "creative classic," and "stealthily simple," which seeks fewer than five ingredients.
Then, all eligible recipes will be judged by a panel of experts based upon nutrition, creativity and ease of preparation. The top three finalists from each sandwich category will be posted online for public voting to help determine category and grand prize winners.
In November those with the highest scoring recipes in each sandwich category will receive $5,000 each. In addition, the highest overall scoring sandwich will receive a $25,000 grand prize and the title "America's Better Sandwich."
The Mexico-based Bimbo Bakeries, which also owns Entenmann's, Sara Lee, Stroehmann, and Thomas, declines to specify ad spend by brand, but spent about $380 million on advertising in 2013.