Other channels utilized to connect to bakers included Facebook and Twitter:



This campaign was done very tastefully. The focus is on the bakers and the recognized trend toward going back to scratch. Nowhere in this campaign are Hobart, Traulsen and Baxter hard selling any of its equipment. Obviously, the goal long-term goal is that bakers will remember them when purchasing equipment, but it goes to show that B2B companies can create real connections with their audiences without trying to sell something.

Here is some additional earned media the campaign achieved: