The Loveless Cafe wanted to promote reading for Read Across America Day, so they created Books for Biscuits, a reading challenge for local middle schoolers. REED helped the Loveless Cafe build hype and boost participation.
Food is a sweet motivator. It also makes a tasty hook for local media!
REED met middle school students and teachers where they already were using digital promotion and guerilla marketing tactics.
In the Books for Biscuits program, Metro Nashville students could earn badges for every 30 minutes they read. The winning grade would win a biscuit party with the Loveless Cafe’s food truck. REED coordinated targeted outreach to key decision-makers at all Metro schools to promote this event amongst metro schools and distributed eye-catching digital banners, social media graphics, and flyers to each qualified school. Information was also pitched to local media to help build excitement around the novel competition.
When Books for Biscuits wrapped up, REED supported Metro Nashville public schools’ efforts to count up minutes and coordinated the biscuit party.
We learned that if there’s one thing middle schoolers love, it’s food! Books for Biscuits successfully encouraged middle schoolers in the area to read 230,000 total minutes in February. The winning class—7th grade at Dupont-Tyler Middle School—read 15,300 of those minutes.
Local media also covered the competition extensively. Highlights include a broadcast segment with WTVF and placements in the NASHToday newsletter. Best of all, the campaign reminded students of the importance of reading and just how delicious it can be!