On Thursday, August 3, Einstein Bros. Bagels announced that it is launching a social media campaign to make social media a happier place, while simultaneously promoting the launch of Shmearfuls, its bite-sized, Shmear-filled bagel snacks.
America's largest bagel retail company’s new Shmear Campaign is aimed at wiping out negativity by asking consumers to transform negative posts into smiles by adding "shm" in front of negative words. Examples of this would be changing ugly, mad, or rotten into "shmugly," "shmad" or "shmotten." The silliness of the act can bring smiles to faces.
Einstein Bros. is incentivizing this campaign by offering consumers a coupon for a free Shmearful with any purchase when they send a compliment to a friend, family member, or even a stranger on Twitter using #ShmearCampaignPromo.
Additionally, on Tuesday, August 8, any consumer who visits a participating location with a "frenemy" (an enemy turned friend or even just a friend) can take advantage of a Buy One, Get One deal on Shmearfuls by using the code words "Shmear Joy" at the counter. Einstein Bros. Bagels is also partnering with Ditch the Label, one of the world's largest anti-bullying charities, to support kids and young adults who have been personally affected by online bullying. For every Shmearful purchased between September 11 and September 17, Einstein Bros. will donate $1 to assist with Ditch The Label's charitable endeavors in the U.S.
"It's nearly impossible to scroll through social media these days without feeling the burden of negative comments," says Kerry Coyne, Einstein Bros. Bagels SVP of Marketing, R&D, and Catering. "To celebrate our new Shmearfuls line of fun and crave-worthy snacks, we are embracing our 'Better Day, Better World' mantra and encouraging consumers to wipe out negativity and replace it with something that will make people shmile."
Shmearfuls are mini bagels that come in six flavors – Pretzel & Beer Cheese, Jalapeno Cheddar & Plain Shmear, French Toast & Maple Shmear, Everything & Plain Shmear, Asiago Parmesan & Plain Shmear, and Plain & Plain Shmear.