Greyston Bakery

The Challenge

Greyston, one of the country’s leading social enterprises, provides jobs to the hard-to-employ through Greyston Bakery, which supports programs and services including affordable housing, child care, and job training. Co-Communications was initially brought in to promote Greyston’s annual fundraising benefit and raise attention for the event’s three honorees. Local media outlets were stretched thin during the events-heavy month of Greyston’s benefit, making it more difficult to garner press attendance and coverage.

The Solution

Co-Communications realized that a story angle that extended beyond the annual benefit was needed to capture the media’s attention. Co-Communications pitched captivating employee stories that highlighted Greyston’s unique “Open Hiring” policy, bringing attention to the foundation’s mission, key initiatives, and delicious baked goods, which can be found in Ben & Jerry’s ice creams and on the shelves at Whole Foods.

The Results

Co-Communications secured a feature for Greyston on the TODAY Show’s “Hope to It” segment, viewed by a national audience of more than 4.5 million.  As a result, donations, brownie sales, and website engagement skyrocketed; high user traffic crashed Greyston’s website twice immediately following airing with 114,000 hits.

An outpour of support for Greyston was demonstrated through social media posts and sharing; 400 new “likes” on Facebook in less than one week helped the bakery to surpass a milestone of 3,000+ fans, in addition to more than 60 new Twitter followers. Greyston partners Whole Foods and Ben & Jerry’s were also quick to help spread the word through retweets and dedicated posts on Twitter.

Co-Communications capitalized on the national attention with a post-air press release which gained traction among the local media and reinforced Greyston’s impact on the community.

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