Plan B™
The Agency Alternative
Stone-Buhr
With The Grain www.stone-buhr.com Wheat is a commodity, and the primary product manufactured from it — flour — is perceived by most consumers to be something similar: a standardized product, with very little variation between brands. The makers of Stone-Buhr flour disagree with that assessment, and they asked Plan B to develop creative ways to distinguish Stone-Buhr flour from the myriad cakey white powders on the market. Our approach encompassed both the yin and the yang of guerilla marketing, with two virtually opposite concepts that both achieved the same result: buzz. Flour Power. Stone-Buhr sponsored various sports teams and events, including a racing yacht and girl’s soccer teams, in exchange for using their logo on uniforms, equipment and signage. Additionally, Stone-Buhr helped teams stage fundraising ‘Flour Power’ bake sales by subsidizing ingredients and providing promotional assistance, pre-printed signs, and other critical support. Daily Bread. In this approach, Stone-Buhr flour would provide both food and financial support to homeless shelters and soup kitchens, and sponsor classes to help teach the underprivileged a saleable trade: baking. To maximize the PR impact of the program, Stone-Buhr would promote their charitable activities directly on their packaging, hire the homeless to pass out coupons for Stone-Buhr products outside grocery stores, and provide regular media updates on the program’s progress.