Einstein Bros.® Bagels Wages a Shmear Campaign to Wipe Negativity Off of Social Media

LAKEWOOD, Colo., Aug. 3, 2017 /PRNewswire/ -- Einstein Bros.® Bagels announced today a campaign to make social media a happier place after a survey conducted by Wakefield Research for the brand revealed 65 percent of Americans see negative comments or posts on social media every day, with nine in 10 distancing themselves from disparaging posts or taking a break from social media altogether. In conjunction with the launch of Shmearfuls, bite-sized, Shmear-filled bagel snacks that come in six mix-and-match flavors, America's largest bagel retail company has decided enough is enough and is taking action with a Shmear Campaign aimed at wiping out negativity to brighten the everyday.

As part of the Shmear Campaign, the breakfast destination is urging consumers to transform online negativity into smiles by adding "shm" in front of negative words, for example changing ugly, mad, or rotten turn into "shmugly," "shmad" or "shmotten." As an incentive to join in the Shmear Campaign, Einstein Bros.® Bagels is offering consumers a coupon for a free Shmearful with purchase when they send a compliment to a friend, family member or even a stranger on Twitter using #ShmearCampaignPromo.

"It's nearly impossible to scroll through social media these days without feeling the burden of negative comments," said 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."  

Beyond shmearing joy and positivity on social media, Einstein Bros.® Bagels is implementing a Frenemies Eat Free event, urging guests to "break bagels" and turn frenemies into friends. On Aug. 8, any consumer who visits a participating Einstein Bros.® Bagels 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. Additionally, Einstein Bros.® Bagels is 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 each Shmearful purchased at participating Einstein Bros.® Bagels locations between Sept. 11 and Sept. 17, Einstein Bros. will donate $1 to assist with Ditch The Label's charitable endeavors in the U.S.

Einstein Bros.® Bagels new Shmearfuls are perfect for on-the-go snacking, perfectly sized and come in six delicious flavors – Pretzel & Beer Cheese, Jalapeno Cheddar & Plain Shmear, French Toast & Maple Shmear, Everything & Plain Shmear, Asiago Parmesan & Plain Shmear, and Plain & Plain Shmear. The fun, shmear-filled mini bagels are available as singles or a trio of mix-and-match flavors. For additional information Shmearfuls and the Shmear Campaign, please visit www.shmearcampaign.com. To find an Einstein Bros.® Bagels restaurant near you, please visit www.EinsteinBros.com, or follow Einstein Bros.® Bagels on Facebook, Twitter, or Instagram.

About Einstein Noah Restaurant Group, Inc.
Einstein Bros.® Bagels is part of the Einstein Noah Restaurant Group, Inc. family, a leading quick-casual company also known for the Noah's New York Bagels® and Manhattan Bagel® brands. Einstein Bros.® Bagels is a neighborhood bagelry that's always cooking up a new way to bagel. Known for its fresh-baked bagels available in a variety of flavors and signature double-whipped shmears, Einstein Bros.® Bagels also serves gourmet bagel sandwiches, coffee, espresso, sweets and snacks. Einstein Bros.® Bagels is proud to be the largest bagel retail company in America with more than 700 locations in 40 states and the District of Columbia. To learn more, visit www.EinsteinBros.com.

SOURCE Einstein Noah Restaurant Group, Inc.

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http://www.shmearcampaign.com

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