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Q4 Media Opps: La Brea Bakery launches first national TV ad for Thanksgiving campaign
Subject: TV, digital, earned media, online
Brand: Aryzta, a leading manufacturer and distributor of bread, buns, cookies, pizza and other premium baked goods.
Opportunity: Sellers looking for last minute revenue to hit their EOY goals should go after La Brea. After running its "Thanksgiving Heroes" campaign for the first time last year, La Brea is ramping up advertising for this year's iteration. Although this is the brand's second year running the campaign, this marks the first year that the campaign will run on national TV. In fact, it marks the first year that the brand will ever run a national TV ad.
The new spot, titled "Nominate Your Thanksgiving Hero" debuted for the first time on Nov. 1 and only ran through Nov. 6 costing the brand $55,841, per iSpot. The ad was created to say "Thank You" to the men and women working on Thanksgiving by encouraging people to nominate a hero in their community to receive a La Brea holiday meal. The reason it had such a short run period was because the contest only ran through Nov. 20; however, the fact that the brand is spending money on national TV ads, even if it is for a short period, means that marketing spend is on the way up.
Additionally, Pathmatics reports that digital spend has almost doubled since last year, which means that marketing spend is increasing across multiple platforms. Therefore, sellers need to reach out now to pick up any last minute holiday dollars, as Q4 remains to be the brand's top advertising period. This means that sellers should also reach out through the first half of the year while planning for next Q4 will likely be underway.
Currently it Matter Communications is handling PR.
TV Breakdown: The "Nominate Your Thanksgiving Hero" spot only ran on the Food Network during multiple top shows (see targeting),
Digital Breakdown: Since January, Pathmatics reports that La Brea has spent $223,300 on digital display ads, up from the $141,500 spent during the same period last year.
So far this year, $192,500 has been spent on desktop ads, $13,400 on mobile and $17,300 on video. Of these ads, 99% were placed site direct.
Top ad destinations include thedailymeal.com, foodnetwork.com (Scripps Network Digital), food.com (Scripps Network Digital) and cookingchanneltv.com (Scripps Network Digital).
In comparison to last year, while the ads were also placed primarily site direct, the largest portion of spending went towards video instead of desktop.
La Brea Bakery
6080 Center Drive
Los Angeles, CA 90045
Digital Marketing Manager
Brand Marketing Director
Associate Brand Manager