LA BREA BAKERY CELEBRATES 30 YEARS
Pieces of Coverage
La Brea Bakery tasked Matter with creating media awareness around and coverage of the brand’s 30 anniversary by highlighting Nancy Silverton’s return to the brand she founded and new portfolio of breads she co-created.
To generate a steady drumbeat of coverage Matter proposed and executed a multi-pronged media approach to highlight the new breads and partnership with Nancy Silverton, which included the distribution of two press releases, proactive media relations, an event at the flagship café and a media mailer. Matter leveraged the creative team, who flew to LA to film La Brea Bakery executives and Nancy at her home and at the café, which resulted in the production of two videos highlighting the anniversary.
Matter secured over 30 RSVPs to the event from top-tier media at publications like LA Times, Food + Wine, and HuffPo. Matter’s outreach efforts yielded over 50 pieces of coverage and 175 million in impressions in outlets including Forbes, NPR, Food & Wine, Eater LA and more. The “Meet the Maker” video produced by Matter’s creative team was recognized by industry experts from Hermes Creative awards, The Telly Awards and dotCOMM awards, among others.