Weston Bakeries

150 Buns of Summer
Influencer Campaign

Influencer engagement | Content | Community Management

Social channels (surprisingly still live)

Background:

Weston Bakeries’ Wonder and D’Italiano bun sales spiked on weekends but were slow mid-week. The company wanted to create a campaign to encourage more creative bun recipes and inspire additional sales.

Edelman stepped in to support Weston Bakeries by taking over the 150 Buns of Summer campaign concept and strategy, originally developed by another agency. With just a few weeks until launch, I was tasked with managing this large-scale content campaign.

Strategy & Execution:

Since the campaign strategy was already set and influencers had been selected and contracted, I had to quickly jump into action to oversee 150 days of daily content across both English and French social channels.

My key responsibilities included:

• Managed content partnerships and approvals with over 15 food influencers

• Coordinated content and managed partnership with the Toronto Blue Jays

• Developed original content and handled community engagement across Facebook, Twitter, Pinterest, and Instagram in both English and French translation

• Oversaw asset management and coordinating content partnerships with Chatelaine magazine

Results

• Social channels grew to over 60,000 followers in just 3 months

• Weston bakeries reported bun sales saw a 16% grown year-over-year during the campaign period