When Hill & Valley Bakery, the nation’s largest commercial bakery specializing exclusively in sugar-free and no-sugar-added baked goods, decided to engage the growing diabetic marketplace, they turned to B&LPR to explore opportunities and make some recommendations. The result was a sweet new partnership with the American Diabetes Association and a half-dozen of H&V’s retail partners located across the country.
In late 2006, B&LPR contacted several regional ADA offices to discuss the possibility of assisting them with promoting the participation in their annual “Step Out” walks to fight diabetes. (More information on the ADA’s walks can be found here.) Over the next few months, B&LPR worked out the details for sponsorships of several walks around the country and the Tour de Cure in Jacksonville, FL. In addition to Hill & Valley’s participation, the ADA also received support from nationally-known retailers like Kroger’s, Winn-Dixie and Price Chopper.
Media tour touts participation
In the weeks before the events, H&V hit the airwaves delivering pies to radio personalities and CEO Scott Florence telling the story behind the company’s involvement with the ADA and its interest in helping people find ways to live with diabetes.
Prospective participants were encouraged to stop by the local retail partner and pick up an entry form for the upcoming walk. The forms were available at an in-store display featuring H&V products.
Come walk-day, thousands of people touched by diabetes were presented with the Hill & Valley story and given product samples to try at the event and take home to share with their families. By working closely with ADA regional coordinators, B&LPR was able to help facilitate the delivery of product samples for organizing breakfasts and dinners as well as race-day activities.
Some pictures from the Quad City’s walk are shown below: