SOURCE: EarthGrains


February 04, 2010 16:21 ET

EarthGrains® Brand Invites Consumers to Join the "Plot to Save the Earth" as It Introduces New Environmentally Friendly Wheat Bread

EarthGrains® Bread Is the First Brand to Offer Eco-Grain™ Wheat Grown in Partnership With Horizon Milling Using Innovative Farming Practices That Promote Sustainable Land Use

DOWNERS GROVE, IL--(Marketwire - February 4, 2010) -

Click here for the Social Media News Release -

EarthGrains® brand announced that its 100% whole grain, 100% natural line of wide pan breads will now include Eco-Grain™ wheat in its ingredients. Eco-Grain wheat is grown using innovative farming techniques that benefit the environment because they promote more sustainable agricultural practices. EarthGrains brand is the first to work in partnership with Horizon Milling to bring a product to market that includes Eco-Grain wheat. To support the product introduction, the brand is launching the Plot to Save the Earth, One Field at a Time marketing campaign and inviting the public to join the movement to benefit the environment.

"EarthGrains bread made with Eco-Grain wheat gives consumers the added knowledge that they are helping the environment with every loaf they purchase, in addition to the great taste and nutrition they expect," said Tim Zimmer, vice president, Sara Lee North American Fresh Bakery. "As part of our movement to help the environment, we're educating consumers about how to take other small steps to make a positive impact, including supporting the use of innovative agricultural practices."

Eco-Grain wheat makes up 20 percent of the whole grains in EarthGrains' brand wide-pan bread, but the brand will expand its use to EarthGrains Thin Buns later this year. Moving forward, the brand will look to increase the percentage of Eco-Grain wheat in its products.

The Plot to Save the Earth Marketing Campaign

To educate consumers about EarthGrains bread made with Eco-Grain wheat, the brand launched a 360-degree fully integrated consumer marketing program dubbed the Plot to Save the Earth, One Field at a Time campaign. The campaign tells a compelling story about the positive effect that Eco-Grain wheat has on the environment: It starts with a handful of family farmers who grow Eco-Grain wheat in their fields, which is bought by consumers in EarthGrains bread and creates more demand for Eco-Grain wheat. The campaign includes materials that take a whimsical approach to catch consumers' eyes with tag lines like, "How your turkey sandwich can help preserve the earth." The campaign was created by Ogilvy & Mather.

EarthGrains' Web site ( is re-launching and acts as the focal point of the campaign. The site includes an interactive tool that lets consumers see their direct impact on the environment with every loaf of bread they purchase. There is also information about EarthGrains brand products, how Eco-Grain wheat is grown, as well as opportunities to download coupons and get a free reusable shopping bag.

A new Facebook fan page is launching ( and for every fan, the brand will set aside $1 (up to $15,000) towards farmer outreach in order to meet the demand for Eco-Grain wheat. The brand is also building a Twitter following (

Contact Information

  • Contact:
    Sara Shiffman
    O'Malley Hansen Communications

    Sara Matheu