There are plenty of ways to save the world but did you ever think a PB&J sandwich was one of them? Which Wich has created a campaign that puts the PB&J front and center. You’ve seen Which Wich here before – their clever branding and deliciously evil sandwich caught our eye last summer. Now Jeff Spinelli and his marketing team are using the same casual style of branding for a cause.
Appropriately titled Project PB&J, the campaign goal is to make National PB&J Day on April 2nd a little bit sweeter – and crunchier – for everyone. For every PB&J sandwich you buy from Which Wich, three will be given away. Which Wich provides one to a local organization, one is reserved for a time when the world is in greater need, and one is for you. It’s your choice to gift it or devour it.
This project began in January in Which Wich stores across the country. Since then, diligent employees and fans have made thousands of peanut butter and jelly sandwiches. Their website features local stories from sandwich shops in Dallas, Albuquerque, Charlotte and Denver giving back to their communities in the form of kids’ favorite sandwich. What they get in return are jelly-smeared smiles and full bellies.
Which Wich is using the hashtag #SpreadTheLove, pun intended, to share what they’re doing on Social Media. Using Facebook, Twitter, Instagram and YouTube, the Which Wich marketing team is doing their best to spread the word as far as their butter knife will let them.
The goal is 100,000 sandwiches before this lunch’s favorite holiday. You can support the cause by purchasing Project PB&J merchandise or buying PB&Js in increments of one, five, 10 or 25. Supporters or not, all can admire Which Wich’s witty word choice and clean designs no matter how deliciously messy the product!
2015 has become a marketing game changer already. According to a report from Shareaholic, social media is now the number one driver of website referral traffic. Results showed that 31% of all traffic was driven by main social media sites, which is an 8% rise from last year’s report.
The report included eight main social media sites: Facebook, Pinterest, Twitter, StumbleUpon, Reddit, Google +, LinkedIn, and YouTube. However, Facebook alone drives 25% of overall traffic, making it the number one source of referrals on the web, and it is only projected to grow – it looks like their advertisements are working out for them. Pinterest was the second highest social media site with 5% referral traffic. They also recently launched an advertising aspect to the site where businesses can pay for their pins to show up on the home page, much like Facebook.
The remaining six sites combined only made up 2%, with a significant decrease on Twitter since 2011. However, Twitter isn’t irrelevant when it comes to social media marketing. It still acts as a relationship builder with consumers; it is just lacking in referrals this quarter.
This was the first time social media bypassed search engines, which have always dominated site referral traffic. But with an increase in users and the ability to advertise on social media, it’s not hard to see why sites like Facebook and Pinterest are now in the lead.