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Sweet Delights Bakery – Strategic PR Campaign

Objective

Generate excitement around Sweet Delights Bakery’s new line of allergy-conscious and health-focused baked goods, while maintaining the loyalty of traditional customers. The campaign will emphasize taste + trust, showcasing the bakery’s ability to evolve with consumer needs without losing its legacy charm.

Target Market & Buyer Persona

  • Primary Market: Health-conscious millennials and Gen Z in Las Vegas who prioritize wellness, food transparency, and lifestyle branding.

  • Secondary Market: Loyal, long-term bakery customers who value tradition and taste.
     

Persona Example:
“Tasha,” 29, a marketing professional living in Las Vegas, follows foodie influencers on Instagram, seeks gluten-free and vegan options, and enjoys discovering local spots with authentic stories. She’s price-conscious but willing to pay more for health-conscious baked goods that don’t compromise flavor.

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Challenges

  • Balancing tradition with innovation → risk of alienating loyal customers.

  • Competing with established bakeries, health shops, and grocery chains offering
    similar products.

  • Need to communicate why Sweet Delights’ healthy options are unique and
    worth the premium price.

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Opportunities

  • Las Vegas has a growing health + wellness foodie scene, making it a prime market for gluten-free and vegan baked goods.

  • The bakery’s authentic story (family-owned, inspired by the owner’s daughter’s allergy) adds emotional resonance.

  • Vegas conventions, festivals, and foodie events offer high-visibility platforms for sampling and PR activations.

Tactics

•  Media & Influencer Outreach
                •  Secure features in Las Vegas Weekly, Eater Vegas, and lifestyle blogs.
                •   Partner with local food influencers (@thelasvegasfoodie, @drewbelcher, @hookedlv)
                    to showcase tastings of the new health-conscious line.

•  Experiential Marketing

                  •   Launch “Taste Without Compromise” pop-up tastings at First Friday Las Vegas
                       and local health fairs.

                  •   Limited-time tasting boxes (vegan sampler, gluten-free delights) promoted
                       via social channels.

•  Community Engagemen

               •  Collaborate with Las Vegas gyms, yoga studios, and wellness shops to cross-promote
                   the new product line.  

               •  Loyalty program → “Buy 5, Get 1 Free” for repeat visits to encourage trial and retention.

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•  Digital Strategy

                   • Instagram + TikTok reels showing side-by-side reactions: traditional treats vs.
                    allergy-friendly versions.

                   • Highlight the bakery’s backstory (Sam’s daughter’s allergy) through storytelling
                      posts and short videos.

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Timeline (3 months)

  • Month 1: PR launch → media kits, influencer seeding, social teaser campaign.

  • Month 2: Pop-ups + community tastings, digital campaigns live.

  • Month 3: Expand partnerships + measure success, finalize seasonal menu rollout.
     

Budget Considerations

  • Influencer partnerships: $3,000

  • Pop-up tastings/events: $2,500

  • Digital content + ad spend: $2,000

  • Total: ~$7,500 for initial 3-month campaign
     

KPIs (Success Metrics)

  • 20% increase in new customer traffic within 3 months

  • 500+ engagements per campaign post on Instagram/TikTok

  • Coverage in at least 3 Vegas lifestyle/food publications

  • 25% increase in online orders of health-conscious products

Closing Line

  • This campaign balances legacy loyalty with modern health trends, positioning Sweet Delights Bakery not only as a trusted family-owned brand but also as a forward-thinking player in Las Vegas’s evolving foodie culture.

Samples Cake Designs

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