Situation
Clabber Girl Corporation produces Clabber Girl Baking Powder, the number-one selling baking powder in the United States, and Clabber Girl Cornstarch, which is on nearly a third of all grocery shelves in the country.

In 2005, concerned that accidental peanut and tree-nut exposures can cause anaphylactic shock for more than 3 million Americans and can result in 150 to 200 deaths per year, Clabber Girl voluntarily converted its baking products factory to a peanut-free facility, the first of its kind in the U.S.

The company then introduced a new multi-purpose, peanut-free baking mix. Clabber Girl Baking Mix offers the consumer the same great “from scratch” taste and quality that has made Clabber Girl a household name for more than a century and the assurance of PEANUT-FREE production standards that allow more Americans the opportunity to enjoy worry-free recipes from their kitchen.

Problem
The baking mix was first test marketed in St. Louis, Phoenix and San Antonio through regionally distributing grocers. Clabber Girl wanted to bring the new product to the attention of bakers and shoppers in the most credible way possible. Success in these markets would mean extending the test to other markets in the new year.

In addition, Clabber Girl wanted to inform the entire country about its conversion to a peanut-free facility in an effort to raise awareness of the dangers of peanut allergies, especially to children.

Solution In the fall of 2005, Clabber Girl partnered with MillerWhite for a public relations project that would both promote the test marketing of baking mix and introduce its production facility as the first in the United States to be audited peanut-free. The campaign first engaged the three test markets and then approached national trade and consumer publications regarding the peanut-free facility story. Utilizing strategic media contact software, MillerWhite sent a press kit to media outlets in the three cities and to national food and baking industry trade publications. The kit included product samples and information about Clabber Girl Corporation, the new baking mix and peanut allergies. Follow-up calls encouraged media to use the information on the air and in their columns.

In February 2006, Clabber Girl asked MillerWhite to continue the PR campaign, adding the test markets of Baltimore, Mid-Texas and Indianapolis. MillerWhite is currently driving the campaign in those markets to promote the multi-purpose baking mix and the Clabber Girl brand through additional placements achieved in Baking Management Magazine, Canadian Grocer Magazine, Child Magazine, American Executive Magazine and Alternative Medicine Magazine.

Results
The campaign was successful in St. Louis and San Antonio, with results from Phoenix yet to come in. In addition, MillerWhite achieved placement in Baking & Snack Magazine, American Cake Decorating and Today’s Health & Wellness and secured product placement for Clabber Girl on “The Price Is Right.”

By creating brand recognition, the placement of the news stories in the test markets laid the groundwork for a television commercial Clabber Girl plans to run in those markets.

Currently, Clabber Girl has realized a combined earned media value of $48,250. Additional scheduled stories and media placements are expected to result in a total earned media value of $214,975 for the seven-month project, a return on investment of more than 10:1 for Clabber Girl, demonstrating that a newsworthy story and a well thought out and implemented public relations plan can be of highly beneficial and affordable value as a marketing tactic when introducing a brand, product or service to the market. Contact MillerWhite to see how our strategic media contact software can assist your company in reaping positive rewards from earned media opportunities.

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