Cinnabon

The creator of world-famous cinnamon rolls.

• SITUATION
• When national advertising costs proved exorbitant, the company turned to public relations to help build the brand.

• SOLUTION
• The Fearey Group teamed with Edelman Public Relations Worldwide to develop a highly creative program to introduce the new cinnamon rolls across the country. A major program component-a cinnamon-scented press kit-reinforced Cinnabon's exclusive spice blend.


• A national program provided samples to on-air radio personalities during morning drive time and enrolled television personalities in "Cinnabon College" to learn the art of cinnamon roll baking in the Cinnabon tradition.

• RESULTS
• The media campaign-far exceeding client expectations-resulted in a staggering 40 million impressions delivered via television, radio and print media nationwide.


• The DJ sampling program reached more than one million listeners.


• The Wall Street Journal, in uncharacteristic reporting, gave very positive, front-page mention to the aromatically powerful press kit.