Hot on the heels of its Cinnabon International account win last month, Integer Dallas is rolling out a new promotional campaign for the client.
The Atlanta-based bakery chain this month is launching its first modification to the cinnamon roll since 1997, an apple-topped version dubbed the "Applebon."
Promotional materials include banners, mats and counter cards featuring beauty shots of delectable-looking Applebons. Radio spots will also be tested for the first time in a limited number of markets.
Integer had little time to prepare for the new marketing push. According to agency president Kathy Leonard, during last month's review process the client informed contenders they would have to present on a Tuesday and, depending on the outcome, be ready to attend a week-long management seminar beginning Wednesday.
"We optimistically packed more clothes than we needed for an overnight stay," said Leonard.
Cinnabon operates or franchises bakeries, primarily in shopping malls, in 39 states, plus 11 locations in Canada and Mexico.
--J. Dee Hill