Feb. 22, 2010
After an extensive review of local and national resources, Schwan's Consumer Brands named Bolin Marketing to help shape and then execute the company's social media efforts. The social media work will be managed by Bolin Digital, the interactive group within Bolin, and will focus on the Schwan's pizza and dessert brands, including Red Baron, Freschetta and Tony's.
"Pizza and desserts are fun categories that generate a lot of online conversation," said Dan Hammer, senior vice president of marketing for Schwan's. "Schwan's Consumer Brands wants to participate in those real-time conversations to better understand what our core consumers like, or don't like, about our products. Bolin demonstrated they can help Schwan's enhance our brands through building trust, community and fostering dialog."
The move comes shortly after Kraft sold its record-breaking frozen pizza arm to Nestle foods. Some say Schwan's could position its frozen pizza brands for the better while Nestle regroups with its new purchase.
Frozen pizza has grown more quickly than the food industry in general and takeout/delivery pizza in the last few years, becoming a cheap, convenient alternative to the latter. Kraft's frozen pizza sales grew 7.3 percent in the 52 weeks that ended on Nov. 29, and private label or store-brand pizza sales jumped 23.1 percent, while Schwan's growth was a modest 1.7 percent, slow for the category.
Bolin Digital will begin work on Schwan's social media programs immediately.