Social Media Marketing Awards: Hobart

Integrated (Nontech): Winner

Campaign: “Get Back to Scratch”

Agency: gyro, Cincinnati

Why we liked it: Food service equipment makers Hobart, Traulsen and Baxter launched the “Get Back to Scratch” campaign in early 2011 as a way to energize professional bakers who build their creations from scratch. The campaign used Facebook, Twitter, a blog and blogger outreach to enlist scratch baking enthusiasts and drive small businesses to the colorful GetBackToScratch.com website where they can add themselves to a directory. The sponsors mixed how-to advice with recipes, business management tips and video interviews with bakers to support the cause. The website celebrates the people behind these special businesses, and a contest rewarded those with the most creative products. The campaign is still in progress, but results have been encouraging. More than 500 businesses have registered in the directory, and the Facebook and Twitter accounts have accumulated more than 1,300 followers. Bloggers have helped drive website traffic to an average of more than 32,000 monthly unique visitors, making GetBackToScratch.com a major destination for the target audience.